There’s a new advertising frontier on the horizon for Microsoft, but it may come at the cost of user goodwill. The company has revealed plans to start testing promotional ads within the Start menu of Windows 11, a move that has reignited long-standing fears about the increasing commercialization of the operating system.

In yesterday’s blog post, Microsoft stated that it would use the “Recommended” section of the Start menu—traditionally a space for file suggestions—to promote apps from the Microsoft Store. The announcement specified that this change would initially roll out only to Windows Insiders in the Beta Channel within the United States, excluding commercial devices managed by organizations.

While Microsoft has assured users that the app promotions can be disabled through the Settings menu, the fact that they will be enabled by default has raised eyebrows among the Windows community. The company has stated that it is seeking feedback on the changes, leaving open the possibility that a backlash could prompt a reversal of the decision during the development phase of Windows 11.

This isn’t the first time Microsoft has courted controversy by introducing ads within its operating system. Last year, the company tested displaying promotions within the File Explorer of Windows 11 before ultimately disabling the experiment in beta versions due to negative feedback.

However, the practice of embedding advertisements into the Windows experience is not a new phenomenon. For over a decade, Microsoft has explored various avenues for monetization, including promotional spots on the Windows 10 lock screen and the Start menu.

The latest move has reignited a long-standing debate surrounding the balance between user experience and commercial interests within Microsoft’s ecosystem. While the company argues that such measures are necessary to sustain the development and improvement of its products, critics contend that the increasing presence of ads undermines the essence of an operating system meant to facilitate productivity and efficiency.