I don't see the problem here. They're adding value to their OS this way, value that will result in greater profits and therefore shareholder value. My MS stock is doing great thanks to moves like this!
If you don't like it, you don't have to use MS products.
Why do you doubt that? Even Microsoft, with all their money and NIH syndrome, are unlikely to invent a brand new application protocol just to serve ads.
https://imgur.com/a/d0jq4s1
Every time you stamp it out they find a way to sneak it back in.