Before the official launch of Windows 10, during the development of the OS, Microsoft showed us a vision of Windows 10 with a heavy emphasis on app placement and discovery. In order to lure more developers to its platform and increase the chances of their apps being downloaded, suggested Store apps were featured on both the lockscreen and the Start Menu.
While they didn't come to fruition with the RTM build of Windows 10, Microsoft has reportedly started testing these features. As spotted by Betanews, with build 10565, the company is now using the Start Menu as a platform for advertising Store apps.
Between the 'Most Used' apps and system settings, users will find a 'Suggested App'. At the moment, Microsoft seems to have turned these suggestions on by default. They are, however, easily removed. Right-clicking on the suggestions gives the option of removing the specific app and cycling through other suggestions or turning the feature off altogether.
Some users will possibly be infuriated by ads spilling into the OS itself, but this is likely to be a boon for developers, who are still seeing a relatively lukewarm reception on Windows 10 compared to the iOS or Google Play Stores.