Windows 10 wants to improve your technology experience. Microsoft has now put their official statement of what data they collect and at least gives you an option to state your preferences.
You can also log in to your Microsoft account and examine your privacy dashboard: https://account.microsoft.com/account/privacy
Perhaps more online service companies will be more transparent about the data they collect about you. What would be even better is a full disclosure of where that data is being sold. Since it’s data about you, maybe you should get a part of that revenue? I’m not even the first to suggest such an idea. Yet as my friend Rich would say “now that’s just crazy talk”.
A dyed-in-the-wool skeptic might suggest that the settings could simply be window dressing to put you, the consumer, at ease while continuing to collect information about you without telling you. Or, there is enough information about you in your searches, email, online file storage, and your social media interactions, they don’t need Windows 10 – so much is already out there.