Well more like suggestions according to Microsoft.

Which are more like ads for apps.

Microsoft is not actually describing them as ads.

Windows 10’s Start menu to display ads, also known as

Clicking a suggestion, takes the Windows 10 user to the Store to download the suggested app.

It would be interesting to learn whether user data is collected to better tailor suggestions (privacy concerns?

), or whether paid-for apps will be displayed along with free downloads.

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So the bottom line is the Start menu is being used as an advertising billboard.

But the price of free has a cost it seems and did you really think Windows 10 was free?

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source: www.techworm.net