I'm running win10 at home and with the exception of cortana conspiring to escape her banishment, I don't think I've ever seen a direct advert as such. I upgra

I'm running win10 at home and with the exception of cortana conspiring to escape her banishment, I don't think I've ever seen a direct advert as such. I upgraded back when they were doing the free upgrade, laundering a slightly questionable license in the process. Are the pre-loaded bits and pieces fairly new? Was there no opt-out on first run? I'm not doubting they are there - it is Microsoft after all - just confused why they would choose to spam paying customers when people with keys from, hypothetically, long expired MSDN packs are still chugging along with no interference...