Otherwise, here's Windows 10, have it for free, hell, here's Linux on Windows, just stay on the OS, buy apps on the Store and see these ads! Also give us telemetry.
Side note: no one cares, but I finally tracked down the cause of a really annoying bug, hibernation due to "thermal event" (CPU "overheating") in Windows 10: It's because of using dynamic disks in mirror mode (perhaps in other modes, as well). Makes Windows 10 hibernate randomly. Converted disks back to basic, no problems. Took me a long freaking time to finally solve this.
Their backdoor put a really bad taste in my mouth. Will try to avoid them if I can.
They're doing it because the cloud is Linux and they need to get into the cloud because Nadella's vision for the MS OS going forward is a unified system that spans PCs, phones, tablets, IoT, everything, not just a desktop OS.
Define "much". Windows 10 is a mind-boggling privacy invasion. It's just the other offenders attract more attention, that's all.
With better design and products of course, none the less the business practices are the same. Much this is enforced by the current economic and political system.