In the Vista days they at least tried to do the right thing; it was still an era where computers were tools to serve the user, not to exploit/abuse them, most business models were still "sell a thing people need/want at a profit", and the current state of telemetry & ad-related tracking would've still been considered "spyware" and would've led to massive outrage and maybe even legal consequences.

Nowadays, they don't even try to do "the right thing", or at the very least, the meaning of "the right thing" has been corrupted in many parts of the tech industry. "Growth and engagement" is seen as a completely normal and valid business model and pervasive stalking (that would make spyware from a decade ago super jealous) became socially-accepted.