you mean data logging? well to be fair, it's needed for cortana to work. and bug fixes as they are collecting a lot of data related to problems being reported by the OS. sure they are going one step ahead but that appears to be connected to the fact that W10 is being used on tablets that would have gps and other features common on smartphones. if you have to compete with google now and Apple siri, you need to get access to the same data they have access to.
During Steve Ballmer days, M$ mocked Google for the same calling them scroogle.. So Now M$ is scroogled.. But Satya Nadella is many times better than Ballmer. He doesn't mocks competitors and wants his product to be available to as many users as possible, even though it means providing their apps to competitors' platforms...
microsoft's ad business is still a failure. so they have an advantage. they can continue to target google on that. make it easy for edge users to block google ads. just like what Apple is making it possible on safari on ios9. these companies do not make money from ads so they can hurt google where it hurts them the most.
also of course... microsoft is trying to do to google with android what google did to microsoft on windows.
push their own apps even if it means that they have to pay manufacturers to bundle their suite on their devices
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