"Our ambition for Windows 10 monetization opportunities includes gaming, services, subscriptions, and search advertising"

“Windows 10 continues to gain traction in the enterprise as the most secure and productive operating system. It empowers people with AI-first interfaces ranging from voice-activated commands through Cortana, inking, immersive 3D content storytelling, and mixed reality experiences. Windows also plays a critical role in fueling our cloud business and Microsoft 365 strategy, and it powers the growing range of devices on the “intelligent edge.” Our ambition for Windows 10 monetization opportunities includes gaming, services, subscriptions, and search advertising.”

So says Microsoft’s annual report: https://www.microsoft.com/investor/reports/ar19/index.html

That horrible new Bing integration in Windows 10 Search is just the beginning.