As we all prepare for the inevitable end of support for Windows 10 next year, there’s an unexpected twist that might surprise (or frustrate) you. Along with the final updates, Microsoft is adding a new feature you definitely didn’t ask for: ads in the Start Menu.

Yes, you read that right. While we’re all getting ready to say goodbye to Windows 10, the latest Preview Build (19045.4842) is sneaking in something extra — and it’s not the pleasant kind.

A New ‘Feature’ in the Start Menu: Ads

In recent months, Microsoft has been tinkering with Windows 10, adding features mostly backported from Windows 11, like Widgets on the Lock Screen and even Copilot. But this latest update? It’s bound to get on users' nerves.

According to Windows Central, the profile button in the Start Menu is moving from the top of the sidebar to the bottom, just above the power button. This might sound harmless at first, but there’s a catch. The change is part of a larger plan to bring the Smart Account Manager from Windows 11 into Windows 10 Beta builds, which means more promotions for Microsoft 365 services, OneDrive cloud storage reminders, and yes, more ads.

Why Now, Microsoft?

With support for Windows 10 ending next year, most of us are focused on transitioning to Windows 11 or exploring other alternatives. The last thing we expected was an influx of ads in the Start Menu. You’ve probably seen them before in Microsoft Edge, OneDrive, and even the Settings app — now the Start Menu is joining the club.

While this might feel like an odd way to bid farewell to a beloved OS, it’s clear Microsoft is continuing its push for subscription services like Microsoft 365, and this new ‘feature’ is a not-so-subtle reminder of that.

A Visual Refresh to Go with the Ads

In addition to ads, Microsoft is giving the Windows 10 Settings app a slight facelift. The new design sports updated icons with a pop of color, though the accents won’t change no matter what theme you choose. It’s meant to catch your eye, encouraging you to click through and interact with the settings — maybe even notice more promotions along the way.

What’s Next?

With Windows 10 nearing its end of life, many of us expected minor quality-of-life updates, not an ad-filled finale. It’s clear that Microsoft wants to keep its user base tethered to its services even as it phases out the OS. For now, we’ll have to brace ourselves for this "feature" as we prepare to transition to newer systems.

Are you ready to make the switch to Windows 11, or are you holding out with Windows 10 as long as possible? Either way, let’s hope the Start Menu ads don’t stick around too long.