This has been a feature since Windows 7, and it worked great since it would pull all necessary drivers after installation without you going hunting on the internet like in the Windows XP days.
Just that no HW manufacturer thought to push spyware in their driver repos at that point to improve some team's KPIs.
A driver shouldn't be a front-facing program that shows ads of any kind. It should be sandboxed and follow strict APIs to talk to the OS and that's it - any extra options should be shown inline in the main e.g. printer or mouse dialog.
Windows users think of the driver as what makes the hardware do what everything in its class does but subtly different and somehow glued to a command center with its own unique and bad GUI auto started, in the tray, with its own update schedule, and ads.
Except for every printer, some popular GPUs, Microsoft's peripherals...