When is an ad an advertisement and not a recommendation? Microsoft clearly likes to use the term recommendation for what others may see as an advertisement.
There are recommendations in the Start menu, Settings app, Lock screen, File Explorer, Get Help app, and other areas of the operating system already. These are often not that useful. App recommendations in the Start menu are limited to Microsoft Store apps.
Now, Microsoft is testing recommendations in the Microsoft Store app. If you never use the app, you won’t be exposed to these. If you do, you may notice recommendations popping up when you try to use the built-in search.
First spotted by phantomofearth on X, two or three recommendations are shown whenever search is activated in the official Microsoft Store app.
This is a fair point, an I had considered this to be a case but I believe the store is capable of automatically updating apps in the background. I believe this is the default behaviour but I could be mistaken.
There is also a chance a user may be directed to the store if they’re required to buy the HEVC or install the AV1 system plugins.