Well, if the user has paid for Windows 10, whether as part of a new machine, or at retail, they shouldn't ever get advertisements in the OS. Even for Home editions. This constant encroachment of advertising into all aspects of life needs to stop. Please.
And people really need to stop expecting that paid products won't show ads. From the POV of the provider, not showing ads would mean leaving money on the table (you likely won't quit paying over just an ad here or there). On top of that, as a paid customer, you self-identify as a real person with disposable income, making yourself much more valuable a target for advertisers.
