I've led the charge against Microsoft's advertising efforts in Windows, noting back in 2012 that the software giant cheapened Windows 8 with ads. Despite my warnings about a slippery slope - Microsoft would only escalate its in-box advertising down the road, I cautioned - Windows 10, sadly, was even worse. And now the Creators Update is coming, bringing with it yet another escalation of in-product advertising. Most notably, and most disturbingly, in File Explorer.
iOS and Android do the same thing, where they pester you left and right with ads for nonsense like music services or cloud storage. It's user-hostile and infuriating.