According to the source, Microsoft wants to make the taskbar appear to float above the desktop by separating it from the desktop and rounding off the corners.
In an effort to make the user experience even shittier? Or maybe one of the suits saw their kid with a custom linux desktop and was like: we need to get these kids off that linux crap, and clearly the floating task bar is the clincher! *does a giant rip of cocain *
I don't see why this is cynical. They fell pretty flat on their face with windows 8 (no explanation necessary) and then made a Frankenstein job out of windows 10. I have zero idea what the plan is here.
Windows as an OS has absolutely been showing ads for a long time. Ads for their own stuff for the most part, but those are still ads. They pop stuff up all over the place advocating for paid OneDrive plans or Office 365 or whatever.