There is so much cognitive dissonance in the typical windows users minds. You'd think the average person would not PAY to have LESS control over their own machines. But I guess that microsoft PR has got you all by the balls.
* As far as I remember, start menu ads were premiered by ubuntu [1]
* They might not have "bought" windows 10 at all or at least don't feel like they did: a free upgrade from 7/8, a campus license from their university, "included" in the computer they bought
Many of the advantages and disadvantages of various OS come down to personal taste and willingness to deal with them. There's no need to belittle either side.
[Dual payment systems are not new either: Ads and payments at the same time allow you to keep the cost lower (or increase your profit if you want to formulate it more cyncically).]
[1] https://www.howtogeek.com/126995/how-to-disable-the-amazon-s...
