At its Build conference earlier this week, Microsoft revealed a brand new lock screen for Windows 10. It’s designed to change over time to fit how you use your computer, and highlight things you might have missed. That sounds like a good thing, right? For the most part, it is, but it’s also opening up PCs to the hellscape of ads that is the Xbox user interface.

This specific implementation isn’t exactly advertising, but it’s pushing uncomfortably close to the line. Recommending tips, or highlighting OS features seems completely harmless. But slapping a fat “download this app” button on your lock screen feels… gross. Even if Microsoft’s intentions here are entirely pure, this kind of behavior makes me uneasy. And truth be told, I’m not entirely sold on the idea that Microsoft is looking out for the best interest of its users here.

Just look at that screenshot above. Not only does that big honking box detract from the pretty wallpaper, but it’s also dreadfully close to a pop-up ad. Add in the unpleasant memories of the 90s-era anti-trust issues, and this OS-level promotion simply feels wrong. Will the OEMs be able to hijack this for their own crapware? Will third-parties be able to pay for lock screen slots eventually? We still don’t know much at this point, but don’t rule any of that out.

If you don’t believe that Microsoft is willing to pollute its user interfaces with ads, think again. The screenshot above is exactly what you see when you boot up an Xbox 360. The vast majority of the home screen is dedicated to selling you something. Sure, you have recommendations for games and movies Microsoft can sell you, but that bottom-right box is actually a video that automatically plays. See? That’s gross, right? Frankly, it’s not a particularly large leap to a nightmare reality of blatant ads baked into the OS.

Keep in mind, this lock screen is completely optional. But how long will that last? What about Windows 11, Windows 15, or Windows 23? If we don’t nip this in the bud, we could be dooming ourselves to a Coca-Cola calendar, a McDonald’s mail client, and a Wal-Mart web browser. That’s a grim future, and I don’t want any part of it.