As a cynical admirer of Google I don't care for the way advertising drives everything it does, but I cannot remember the last time I noticed an ad in gmail (Twitter, for example, manages to be far worse while still appearing not to have a business model.)
Meanwhile, Microsoft, the original f. you, f. everybody, software company is shipping an OS with advertising and junkware baked into it. Who else is doing that?
Are you sure this is where you want to go today Microsoft? Yes. No. Abort. Retry. Cancel. OK.