They just preserve your precious little soul. To your best interest. Which may coincidentially be in their best interest. A friendly customer service, because you happen to honour them using their products. And, if you're lucky, even in the best interest of people that do protect you against evil forces out there in the dark. From time to time they may look into your precious little soul lying down on the ocean ground in an underwater Microsoft data center, to see if all is well with you.
Think about it, sometimes you yourself don't know you're part of those forces, but Microsoft and those other people might know. And they can help you.
They are like shepherds to their flock.
Some may call it customer profiling, customer-retention or even vendor lock-in, mass surveillance and other ugly terms, but I tell you it is love.
Yes, pure caring and love. You may not understand that at first. Like Apple had to learn bitterly recently. But I tell you, in the end, with their help, there will be just shiny happy people around you.
Amen.