I'd rather pay for something which is not ad supported.
I prefer buying paid apps when they're available too. I don't play a ton of games, but I own the paid version of the ones I play that offer both choices (Words with Friends, Letterpress, Drop7).
I think we're seeing that pricing model fade away though, particularly in the gaming segment. Developers have discovered that only a tiny minority of paid games will be popular enough to hit the Angry Birds jackpot, driving them toward ads or IAP approaches instead. Even when they do hit that jackpot, some popular paid apps are struggling to subsist in the long term with no mechanism for paid upgrades (e.g. Sparrow).
My issue is that this is a built in feature/program which has been around for at least 20 years which now has advertising with no opt out pumped into it and the base price of the OS is still more expensive than ever.
So for the Window 8 upgrade, I gain advertising pumped into my existing applications and get charged for the privilege. Fuck 'em.
I'm still having the hardest time understanding why you seem to be so angry about this, of all things to focus on about Windows 8.
"Microsoft Windows 8 32-bit DVD - OEM" is £77 GBP (~ $120 USD).
Prices include "sales tax" known locally as VAT.
Windows 7 Home Premium OEM = 55 GBP ex VAT
There are a number of Win8 upgrade restrictions in the UK AFAIK including you can only upgrade retail PKUs (not previously purchased OEM ones). The deal is 25 GBP for the upgrade.