So I guess you were talking about my post? Since I'm one of the "this is why I don't believe in the new Microsoft or that Microsoft has changed" people you mention :-).
First of all, this isn't just about this ad. As I said in my comment, it's "this -- and every other screw-up in the same vein". Like the other Start Menu ads, like the dark patterns in privacy-related config settings. But okay, let's talk about this one specifically.
The "old Microsoft" (specifically, to put it in context: the one with the Halloween Documents [0]) that I don't trust (I want to emphasize this part for reasons that I'll explain in a minute) is a company that:
1. Specifically used its dominating position in the operating systems industry to push its browser and eliminate competition in that space
2. Engaged in competition partly by spreading FUD about other products (note that this is not a post-hoc exaggeration: the internal memos specifically call FUD by this name, and refer to it as an entrenched, well-known internal technique)
3. Was deliberately dismissive of competing open source software in its public statements, even though it sometimes uses it internally
4. Set out a strategy to compete against open source (note though -- I think the documents predate the term "open source"?) that went beyond merely spreading FUD, and was based on embracing, then extending existing protocols in incompatible ways.
This "meh ad" is just the latest in Microsoft's constant, and extremely irritating push for Edge (e.g. see the system's behaviour when you try to change the default browser). It's the same stuff we've seen back in 1998 -- not as aggressive, seeing how Microsoft nearly got broken up when it tried something that aggressive, but it's in the same vein. And looks very much like #1 above.
It's also not happening just in the browser space. For instance, until recently, Windows wouldn't shut up about the damn OneDrive thing, either.
Things are different in the cloud and server space -- where SQL Server, Azure and .NET core happen -- because Microsoft isn't even close to being in a dominating position. Of course Microsoft can't elude competition there. They could ban Linux from Azure if they wanted to, but more than half of their marketshare would evaporate with it, too.
But I don't see any reason to think that this is part of some internal reform of some sort -- it's just the corner Microsoft painted themselves in. Of course they have to play the "Microsoft loves Linux" PR game, too: a whole generation of open source developers grew in a climate of mistrust about Microsoft, and it just so happens that the software written by this generation of open source developers powers much of the cloud space, of which Microsoft would reaaally want a slice. A long time ago, Microsoft also sold software for the Macintosh. Then it stopped. Then it started selling OS X software again. They aren't dumb, and they certainly don't lack good engineers -- Microsoft can compete on technical merit when it needs to.
Just like you, I don't generally care to support a large company, and while I do earn about half my yearly income writing or support Linux software, I don't really have a stake in it (honestly, I'd much rather write or support QNX software but that ship has sailed...). I'm not... OK, I'm no longer a Linux fanboy, which I definitely was twenty years ago but we all did a lot of stupid things when we were young. This isn't about "loving" or "hating" Microsoft, it's about whether or not I want to trust them with my stuff -- and stuff like this makes me not trust them :).
Edit: man, the last time I wrote so much about Microsoft I was fifteen, I think...
Even later edit: also -- as far as Windows 10 is concerned, save for the ads and data collection policy, I actually like it very much. I use it on one of my machines and I'm very happy with it -- so happy, in fact, that the moment this ads nonsense stops, I'll seriously think about switching to it :).
0: https://en.wikipedia.org/wiki/Halloween_documents