But you're right they want to show improving numbers and then mine users for ads. MS absolutely hates how they let online/mobile/advertising slip out of their grasp due to terrible management. So they're poorly trying to implement the Google model to compensate.
Thing is, they are sucking at it. Let people turn off telemetry, little to lose - unless they want to condition people all they are doing is fomenting anger towards MS. And if you're going to go all in, then have some taste. Fix the store. Stop spamming shit in the start menu. But take a look at XBox with its ad-covered dashboard and we can see MS just does not get it and is doomed to poorly trying to ape others and doing it with zero class.
But hey at least we are getting nicer dev stories from them! I love that enterprises enjoy paying crazy prices for Azure "solutions" as it subsidizes MS investing in dev tech.