I explain or even defend not because I am a fan but to give another example of what it can be. I never gave a nice spin to advertisement I just stated that they do the same on the xbox 360 and if you don't like I can understand. Based on the dashboard they showed at the E3 it seems like these advertisement are just going to be the same as
link here for E3 picture. They just show recommended games, dlc's, arcade games, new releases and sales each in their own category. I don't see that as something that should annoy me but if it does for you well I guess you don't like steam either. Not that steam is the exact same(not even close) but they also show new releases,dlc and sales.
But we can never be sure what they mean with advertisement.