Windows 8 ads

So Windows 8 is fully paid OS (granted there are discounts to start moving things), the Surface is not subsidized in any way as its pretty expensive for the hardware it offers - yet the built-in apps include advertising? And there is no way to get rid of it?

http://hothardware.com/News/Microsofts-Big-Hidden-Windows-8-Feature-BuiltIn-Advertising/

Not even android built-in apps will shove ads in your face! And its free! Kindle will but you can get rid of them. What the hell? Is this the reason for magazine-like "modern UI" appearance? So there can be ads everywhere?