Re: 'A Microsoft spokesperson refused to tell us what was actually arriving in the Spring release'
Windows doesn't include adverts unless you count a static crapp or two in the start menu.
I do. The presence of OneDrive in my taskbar (when I have done nothing to suggest I have that service) is an ad for OneDrive, and its presence in the navigation pane of Windows Explorer is another. The existence of the "Xbox" app on the computer is an ad for Xbox. The "Get Office" popups that begin as soon as Window 10 starts for the first time are clearly ads. The notification for a sale on OneDrive storage that appeared in Windows Explorer some months ago was a blatant ad. And, of course, the thing that got many people into this mess in the first place, GWX, was a particularly nasty piece of adware.
The entirety of Windows 8 and 10 in general used to be ads for Windows Mobile, when there was such a thing. They look very obviously like what they are, which is to say a UI element designed around mobiles. Each time a user opened the start screen or menu, he'd be getting an ad for Windows mobile-- which is presumably why Microsoft only shrunk the tiles down for 10 when everyone had been demanding their removal.
The Metro and UWP elements that infect Windows 8.x and 10 are the same. They look like they belong in a mobile OS for a reason... they're there to remind you that this is, in fact, a mobile OS, so why not make your next phone a Windows phone? Even the proliferation of the word "app" in Windows is an ad for Windows mobile. On PCs, we've long called those software thingies "programs." Remember, they're installed in \Program Files, and they're uninstalled with "Programs and Features," right? So why suddenly must Windows ask me what "app" I want to use to open a program? Apps are for phones... and people associate them with phones. It's like MS wants to remind everyone (if they missed all those other reminders I mentioned) that Windows is a mobile OS!
If you think I am nitpicking, I can assure you that I am not. Megacorporations like MS don't make changes to long-standing nomenclature haphazardly. There's a reason for everything they do.
None of this mobile emphasis on desktop PCs was ever meant to benefit PC users. It was meant to sell phones, no question about it. Why they continue to forge on with their mobile-first OS when they have apparently recognized their failure in the phone market is anyone's guess, but you can bet there's a reason. It may be a dumb reason; it WILL be a cynical reason that benefits Microsoft at the expense of its users. Whatever it is, it exists. They just won't tell us what it is.