20 years ago, software that included advertisements was called adware, and it was widely considered to be a form of malware. And software that sent out telemetry without the informed opt-in consent of the user was considered spyware, another form of malware.

Windows 10 is doing both of these today, but mainstream expectations for how software should behave have severely degraded. I fear the situation will not improve unless the public can be 're-educated', but a company with the brand recognition and legacy of Microsoft participating in these practices goes a long way towards further normalizing it.