Now they also want to attract the "masses" so in the end on Windows you'll get a lot of crappy "user-friendly" stuff. There is the ad situation also, but is really not as bad as I keep hearing about, I'm not even sure what it refers to exactly. The only times I see ads is when I mistype something in the start menu, and I start getting irrelevant web search results from bing or whatever, with ads, just like when googling. I guess that's what I "deserve"? It didn't bother me enough to try disabling it anyway.
And finally, obviously if I'm using Windows it means I accepted that I implicitly trust Microsoft, just like anyone with an iPhone/Android implicitly trusts Apple/Google. I try to minimize the number of actors which I trust. Actually Microsoft doesn't scare me too much because they are always under the spot lights, with lots of harsh criticism, so they have much more to loose than smaller/more "reputable" players. So, anyway, I don't really see why I should care that some new crappy feature could help them spy on me, as they could spy on me anytime anyway.