And of course, mobile apps are saturated with complex metrics collections. Every major phone app ships with a huge sum of metrics embedded that can be monitored and almost no mobile apps discuss this.

Need we even mention web sites and their inescapable universal surveillance of their users? Even if cookies are turned off, there is so much we can (and do!) use to track users with startling specificity.

Microsoft is just a brand people like to yell about. It's a well-known brand name and people who want to express but not actually show education about digital privacy desperately cling to it to signal they are "IN THE KNOW."