MSFT forcing annoying upsell ad before granting access to Groove Music

[John Hardy IV]

In the last three or so days whenever I launch the Groove Music app on Win10 desktop or on my Lumia 950XL to play my local content, MSFT is showing an upsell ad for the Groove subscription service either in a dialogue or by launching the Store. I then have to dismiss this to get to my local music. Not cool Microsoft. I don't want your subscription service; I want to get to my owned local music immediately without jumping through your hoops.

Other's seeing this?