First you could still create a local account after there was backlash against cloud-everything, nowadays a local only Windows is quite complex to set up.
The Cortana/search bar stuff was also regularly re-enabled or parts of it made non-configurable, with them only occasionally backtracking. Not to speak of the ads that are included nowadays.
Their strategy generally seems to be boiling the frog when it comes to pushing these features onto the users, whether they want it or not.