Microsoft culturally is extremely averse to using customer data for doing these kind of things. I was once talking to a Microsoft exec and he said that once the idea of using contextual ads in Hotmail was brought up (similar to Gmail), and it was shot down hard. The idea of using customer data (even non-paying ones) in this fashion was anathema. Microsoft makes its money from massive enterprise contracts which might be threatened by someone using your data to benefit your competitor in any way.