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Microsoft starts testing ads in the Windows 11 Start menu
(www.theverge.com)
This is a most excellent place for technology news and articles.
We're not paying for the updates, though. I don't recall paying Microsoft for anything in ages, and I have a legit copy of windows 10 installed.
To most people, now that windows is mostly stable, there's no draw to upgrade when a new major version comes out. Why volunteer for new os growing pains when the last Gen works great? Even more so if you have to buy another license.