> While these are “ads” strictly speaking, we’re not going to call them ads.

> Microsoft offering up a recommendation of Tomb Raider via wallpaper and a near hidden link [...] The user is likely someone who likes games, and would be interested in Tomb Raider, so he gets a wallpaper and a store link should he want the game.

Sorry, I still call that an ad, especially if it implies it learned from my behavior/profile/harddrive content that I like games.

> This [lockscreen] offers up tips and tricks on how to use Windows and occasionally suggests up apps for users to try out.

If it contains links to the store then that's an ad as well.