Vik

This is a fair point, an I had considered this to be a case but 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.

I’d be curious at the percentage of windows users actually using the store app.

As for the context of these ads, the store would kind of make more sense than within your settings landing page, start menu, search dialog, browser nagware, solitaire app etc.