“Because the Windows Search Box is where many people start, we focused first on making results more dependable, easier to scan, and clearer before you click.”
Microsoft put the ads, the Bing bait, and the MSN sludge into Windows search. Now it wants credit for removing them. Search that finds your local files first is not an innovation. It’s what search did twenty years ago before someone monetized the box. The fix ships to Insiders now and everyone else “later this year,” so enjoy the ads until then.