If I were to have said "Microsoft will start adding ads and rental of Windows in the future" 20 years ago, I think I would have been laughed out of the forum I would have posted this in.

Is M/S trying to make people move to Apple ?

Actually a relative needed to get a new PC because Windows 11 would no work on the one he had. I told him to go to Apple and dump M/S. He did and so far is quite happe with it.

Do we know that the ad buyers are paying to be sources?

Or are the ads pretty good sources? I've used ads and manufacturers web sites as sources.

Ads should be taxed progressively based on company revenue. This way at least there would be more space for competition to arise.

Honestly with the way it’s being done I’m 0% surprised. It feels natural for an ad-supported product, as much as I hate it and all ads.