Microsoft's latest build 10565 for Windows 10 comes with a noticeable update: ads in the Start menu that are disguised as Suggested Apps. Yep, the Redmond tech firm took a page out of Google, Facebook and Apple's playbook — so much for a free OS upgrade.
Most users like a clean experience on their devices without unwelcomed add-ons or bloatware, which Samsung took note of when it designed the Galaxy S6 and Galaxy S6 Edge. But Microsoft doesn't seem to know that consumers don't really want preloaded apps on their devices, and the tech firm even goes the other way every now and then.
This time, Microsoft may have gone a little too far. When Microsoft took away our beloved Start menu when it rolled out Windows 8, we asked for it back, and when it returned the Start menu in Windows 10, it gave us adverts. That wasn't supposed to be part of the deal.
But ads aren't all that bad as long as they can be turned off or blocked. It seems that Microsoft doesn't see this as an issue because they can be disabled. To do this, simply right click on Suggested apps and choose "Turn off all suggestions" or go to Settings > Personalization > Start and toggle "Occasionally show suggestions in Start."
Another thing, the adverts aren't too invasive, as they don't collect personal data, so that's a plus for Microsoft.
"Windows 10 employs 'learning and discovery experiences' - also known as 'information you choose to provide,'" Mark Wilson from BetaNews writes.
It seems that the tech company only wants to encourage people to use its new app store or show users some useful featured apps that they might miss out on.
If we think about it calmly, the Windows 10 displaying adverts isn't really a deal breaker, as it can be turned off, not to mention that Microsoft hasn't flooded us with ads before, which means that it might just be testing the waters. But based on online users' reaction, it's best for Microsoft to just leave the Start menu alone.
Photo: Jason Howie | Flickr