Well the attitude was that they are now "proud" of there updates and the new features they give away, so they want to shove that into the users face on starting

Well the attitude was that they are now "proud" of there updates and the new features they give away, so they want to shove that into the users face on starting up. With a little creativity, one can redecorate routine maintenance into a parade of glorious futurism. And of course that parade needs to be the first you experience on the computers return to conciousness. Something similar happens on Surface updates.