I like newest OS versions. Visually I do like it better as well. Kind of wish I could get back rectangular design though, not a fan of rounded corners, but that is very minor thing. When I say nothing much has changed, I mean the backend, backwards compatibility. Everything you know about Windows since 8.1 still applies + some additional features, improvements.
Do not have ads. Maybe because I am in Europe or maybe because I have Education (Same as Pro Enterprise) license or because I am using local and not MS account.
Do not care about telemetry. Have disabled most “personalization” things. I am fine with MS collecting random basic telemetry like HW inventory / SW crashes or whatever they collect.