Microsoft’s announcement: “We are introducing a new Game Pass recommendation card on the Settings homepage. The Game Pass recommendation card on Settings Homepage will be shown to you if you actively play games on your PC. As a reminder – the Settings homepage will be shown only on the Home and Pro editions of Windows 11 and if you’re signed into Windows with your Microsoft account.”
Maybe they’re making more money now from ads shown in pirated copies of Windows than they do from actually selling Windows.