You know, there's a new-age adage that goes like this: "if you're not paying for it, you're the product". Well, Microsoft DID give out Windows 10 licences to anyone with a valid license bought in almost the last ten years... That being said, personally I see it as a double-edged sword - on the one hand, yes, it's a huge privacy issue. On the other hand? Information is power - and (yes I know, this may be naive) it also gives Microsoft the tools to greatly improve customer experience. Because let's face it - there is no product like a custom-tailored product, and Microsoft may or may not have implemented the tools to give us a much more user-tailored Windows experience, and for that it may need a lot more information than a lot of people would be comfortable with at first.