The ads thing is because you probably have a different idea of what an ad is then they do. Usually when they are talking about ads, it's self-promotional stuff. Teams being built in, Onedrive asking to be setup, and especially Edge constantly begging you to give it a chance.

There's also that link to the Microsoft store for Candy Crush in the start menu of fresh installs of Windows 10. I imagine that's what kicked off the whole 'loaded with ads' thing. That's one anyone can agree on.