I'm still not sure this is simply because of leadership. MS has been pushing ads on Windows over at least 10 years. And in fact this is a pretty natural move fo

I'm still not sure this is simply because of leadership. MS has been pushing ads on Windows over at least 10 years. And in fact this is a pretty natural move for the product in the saturated market. You're not going to "grow" anymore by traditional user acquisition and failed to enter the mobile market, then you need to build a new segment. This environment gives a strong incentive toward ads-based business model for the Windows division. There likely is an army of PM desperately looking for new growth opportunities and decided to put ads everywhere since this is a so obvious strategy with low risk, high ROI. Changing a single or two senior leadership can help reversing this trends, but it's not sufficient.