When Microsoft introduced the ‘Modern UI’ on the XBox 360 a while ago, it seemed obvious to most people that the new UI was just an excuse to shove more advertising into the faces of users. It changed a perfectly functional, text-based navigation system into an attention-grabbing, image-oriented, and ultimately wasteful navigation system. Visual ads are much more effective than text ads, and the current XBox 360 interface delivers them relentlessly.

A bit of background: Microsoft has long been jealous of Google’s ability to make massive amounts of money through advertising. Microsoft has tried to emulate Google by mirroring the services Google provides with Bing, Bing Webmaster Tools, and so on. When the new XBox 360 UI – the one filled with ads – first appeared, Microsoft may have expected backlash from users. When no such backlash materialized, Microsoft must have decided they could get away with the same thing in Windows.

So, when Microsoft announced that Windows 8 would have the same interface as the XBox 360, I immediately assumed we’d be seeing ads in Windows 8. Sure enough, we’re starting to see reports of advertising appearing in the apps built into Windows 8.

But here’s the problem: XBox 360 users spend very little time looking at the user interface. 99.9% of the time, they’re looking at full screen content in the form of video and games. The interface ads barely register. That’s not the case with Windows applications, where most desktop users spend all their time. If I need to use a certain type of application, and I have a choice between one that shows me ads all the time, and one that doesn’t, guess which one I’m going to choose? Business IT departments are going to really hate this as well, and it’s going to be yet another reason for them to avoid Windows 8 completely.