not sure if this is towards parent comment..
I have seen ads in Win 10 start menus, and they recently pushed Office web apps auto-installed into Win 10 - it would seam to me they are generating revenue with ads and app installs at the least.
certainly they are using cortana data gathered to shore up other projects (maybe in the future)?
Win 10 looks to me like straight jealousy of google getting all kinds of data (and being worth big money) in exchange for free products - so it's going that route.
For me it's about comparing Win 10 to ChromeOS for this comparison.
I guess you could look at Bing vs Google search as well, and Edge vs Chrome - they are similar is data collection, ad selling - so the parent comment (to me inferring) that one could compare google being an AD company and Msoft being a software sales/licensing + company is not a good way to decide.. I think it needs to be broken down by the various products.
Both companies have done things to protect consumer data, but they have also done things to abuse it imho.
In regards to O - I think my suggestion currently would be to find alternatives such as Chromium, plugins like adblockers and noscript, and hardware like pihole or whatever.
Both MSfot and Google are collecting data, regardless if they say that they are using currently using it in nefarious ways today or not, they may intend to use it in different ways in the future, or could be compelled to release it one way or another in the future. imho.