Many People Refuse the Free Windows 10 Upgrade, Here’s Why
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Also, I remember hearing that Microsoft told manufacturers not to allow more than 2GB in netbooks as they might have cannibalised the laptop market otherwise. So in that sense, it's their fault I don't upgrade.
1.) Make very clear, very strict rules about what all the collected data: who can see what, what can it be used for, how long before what is tossed away.
2.) Reign in creative businesspeople: when I start to get ads on the login screen of my Windows Pro licensed machine without even being asked then somebody needs to learn about eating and having cake.
And then, after all of those disastrous forced upgrades, I simply don't trust Microsoft anymore. I'm on Windows 7 until I somehow accidentally upgrade.