Word of mouth existed long before advertising, and as for algorithmic discoverability retailers do a fine job of that already.

“It’s my ccomputer” has already been mentioned, but it’s my bandwidth and my home network too. Ads can stay off it.

Fundamentally, the concept that your computer can actually look at your screen and is context aware is going to become an important modality for us going forward.”

Since I don’t feel the need ambience nor multi-modal experiences in my OS, considering the implementation of that “modality” I’m afraid that even as a long-time Windows user I’m going to have to switch to another OS that closer aligns to my needs.