A sign of things to come?

Who knows!

It would seem that, once again, Microsoft it testing rolling out ads in the Start Menu in the latest version of Windows 11 Insiders build as is being reported:

Microsoft wants to show you ads in Windows 11’s Start menu. Here’s how to prevent them

Appearing only for Windows Insiders at this point, the ads would highlight recommended apps from the Microsoft Store.

Luckily, for now at least, even if they do pop-up, there is a way to stop them.