Microsoft is really pushing for its trusted OS platform, with a completely locked down kernel, that will grant them full control over what can and cannot be done on the computer. Google is pushing for the same, but in the browser space. Except their Web Integrity effort has no chance of succeeding unless there's an OS support. One guess who'll be providing that.
Then, once all is in place, there will be a fully opaque content delivery pipeline from online servers to users' HDMI monitors. No peeking.
And that's just one application of the trusted OS. Once people lose control over their machines, it'll open the floodgates for lot more nefarious opportunities.
But, yeah, this new Microsoft is so white and fluffy that it's almost unbearable.