My guess is that they're working to condition you to accept ads and accept the idea that MS can do whatever they want on your(?) computer because eventually the

My guess is that they're working to condition you to accept ads and accept the idea that MS can do whatever they want on your(?) computer because eventually they want everything in the cloud so they have more more control over what you can/can't do, they can more easily access/mine all your data, and they can charge you a monthly fee to access windows (and by extension your files). There's a ton of money to made from it even before they start to paywall off common OS features you've always had access to (like Solitaire)