Mine goes to the top level dashboard when I turn it on. Yours loads up the What's New section? Weird.
I don't think I changed any settings either...
Yes, I've tried it several times in the last few minutes. Always goes to What's New tile for me
Though again, I'm not bothered by these 'ads' at all. I just don't get why people are claiming What's New is a marketing section on PS4
edit: I don't know why anyone would claim there are no ads on XBO either. There are always 3 ads on the side of the homepage. Like the PS4, these are all ads for 'featured' content on the store. At launch they were tutorial videos instead though