Looks to me like a strategy to avoid another end of XP support disaster by forcing updates whether users want them or not - which will doubtless include silly interface ideas each time. If it is free (including updates) how are they going to make money? My guess is through targeted advertising direct to the desktop, using data gathered by this "Cortona" "assistant" rubbish. I hope you will be able to turn such rubbish off (along with one drive, etc, etc)
MD (Grumpy Old Man!)