&gt; While these are “ads” strictly speaking, we’re not going to call them ads.<p>&gt; Microsoft offering up a recommendation of Tomb Raider via wallpaper and a near hidden link [...] The user is likely someone who likes games, and would be interested in Tomb Raider, so he gets a wallpaper and a store link should he want the game.<p>Sorry, I still call that an ad, especially if it implies it learned from my behavior&#x2F;profile&#x2F;harddrive content that I like games.<p>&gt; This [lockscreen] offers up tips and tricks on how to use Windows and occasionally suggests up apps for users to try out.<p>If it contains links to the store then that&#x27;s an ad as well.