That's always been the case. Some XBoX360 games went as far as having "reached the main menu" achievements in order to create a baseline user count that didn't include demo terminals running the attract mode on loop.
I agree that cheevos-as-telemetry sounds bad at face value, but consider it the other way around:
Getting pain-free already anonymized telemetry stats via achievements through platform holders has long been a bulwark against intrusive bullshit telemetry by way of making the effort-to-reward ratio of the later just not worth it. This is not unlike the classic "The way to stop piracy is to provide a better UX" argument.
It also has the very important added benefit of making what is being collected extremely transparent to users.