This has to be to cheat the usage numbers for Copilot. Else they have truly lost the plot.
They've (all the big guys) invested vast sums into AI. If the users don't buy into it that's a huge loss which will be a black mark on whoever directed the funding to it. Thus it must be made to succeed. If it worked there would be no need to keep trying to cram it down our throats. My Echo devices used to be well behaved, the only ads on the audio devices being stuff quite relevant to whatever I had just asked. My Show always had ads, but on a third of the screen and never in the way. Now it's getting aggressive about pushing the Alexa+ stuff, more than once I've had to get up and X off screens that didn't go away on their own.