Having read the article, this is about the &quot;Windows Spotlight&quot; feature -- which shows you a different wallpaper just before you log in. For me it&#x27;s usually the default &quot;cave and beach&quot; wallpaper[1] although it&#x27;s shown interesting photos from time to time, so I&#x27;ve left the feature on. It&#x27;s on by default but pretty easy to disable.<p>Not sure how I&#x27;d feel if it started showing me blatant ads. I&#x27;d probably just turn it off. And if they annoy me too much, well, hello Mac or Linux.<p>I&#x27;m going to give Microsoft the benefit of the doubt here, they&#x27;re still trying to figure out what &quot;Windows as a Service&quot; looks like. Note that Google has ads on its homepage and even Apple delivers ads via push notifications, breaking its own rules in this regard[2].<p>[1] <a href="http:&#x2F;&#x2F;betanews.com&#x2F;wp-content&#x2F;uploads&#x2F;2015&#x2F;09&#x2F;Windows-10-lock-screen.jpg" rel="nofollow">http:&#x2F;&#x2F;betanews.com&#x2F;wp-content&#x2F;uploads&#x2F;2015&#x2F;09&#x2F;Windows-10-lo...</a>
[2] <a href="https:&#x2F;&#x2F;marco.org&#x2F;2014&#x2F;12&#x2F;01&#x2F;app-store-rule-5-6" rel="nofollow">https:&#x2F;&#x2F;marco.org&#x2F;2014&#x2F;12&#x2F;01&#x2F;app-store-rule-5-6</a>