In a comprehensive Scientific America article (first published in German in Spektrum der Wissenschaften) an number of leading European data and privacy researchers make a strong case that with the digital revolution in full swing Western societies are at a crossroads and need to act and put a normative framework in place to avoid an “automated society with totalitarian features. In the worst case, a centralized artificial intelligence [that] would control what we know, what we think and how we act.”
With the introduction of Windows 10 Microsoft has changed it path towards a much more data driven business model. The software collects large amounts of user data and shares them with Microsoft. Officially to manage security and to improve the application but very likely also to enable new data driven business models, i.e. targeted advertising.