I wish they would just kill it already...
1 second is still too much time, and 30 seconds is indicative of either an exaggeration or a somewhat severe problem.
I shouldn't have to turn off whatever spam they build into a paid for product. It should also be in the browser settings, not a confusingly placed and easy to miss hieroglyph. For me I don't even get those options, it's just a toggle to turn the news feed on or off, off leaves you with just a search bar, and bing is the only option builtin.
On the same computer, on the default start page ("Top Sites and suggested content"), the hieroglyph cog referenced above is conveniently place at the top right, and even has a label, too. It's called "Hide Feed".
edit: I’m agreeing with you guys here. I’d spend more on an “ad-free” Windows license if I had a choice, but that doesn’t exist unless you’re a volume license customer (LTSC) I wish they’d find some way to let people avoid the ads, like having them in Home and disabling them in Pro, as most laptops (even my Dell XPS) ship with Home. (They did try “Windows 8.1 with Bing” once. I guess it didn’t work out?)
Another thing to consider is volume licenses weren’t able to take up the offer - the company had to pay for their Windows 10 upgrade. Enterprise licensing is the Microsoft money maker.
So to be fair to Microsoft, at least some, if not all of the blame must go to web developers.
ChrEdge Beta can hide the news feed if you choose Focused view, but currently all they do is put it after the page fold, so you see it if you merely scroll down. I've sent a Feedback request saying that's something that might keep me using Firefox as my default, and supposedly that's a feature they're working on.