Really? Microsoft seems to never think about how to make stuff better for their customers and it is showing. There were a lot of good studios working under Microsoft as publisher, but these ideas are not conductive for better products or supporting developers.

And no, of course that is not an improvement at all and I doubt developers would see much of the returns here.

Sport games might be an exception here since advertising is already so ingrained in it that people might not notice anymore.

I should clarify that I really don't want ads, but if users were forced to see ads, this is one of the better policies to avoid harming UX too much.

Recall seeing advertising on in-game billboards in the game 'Pole Position' four decades ago. Going to guess the news here is that Microsoft will be using targeted ads?