These kinds of changes just make the OS look cheap (like a bazaar of sorts). They're visually ugly, but easily ignored (I rarely open the start menu). What I'm more concerned / annoyed by is the trend of Windows fighting with you. For example, try to disable the real-time antivirus protection. The UI makes it look like it's off, but then it turns back on by itself. Then you go to group policy to make it explicit that…
Maybe time fro another, huge, anti-competitive fie from the EU, like when back when MS did all those shenanigans around internet Explorer? I wouldn't be surprised of we see similar proceedings in the next years around cloud services (everything from OneDrive to Azure and equivilants, Office, you name it) once the EU is done with mobile devices.
ITYM pro-competitive. It was Microsoft's behaviour that was anti-competitive.