Windows 10 offers many comfort features such as the virtual assistant Cortana that can make everyday life easier for you. To make this possible, Windows 10 has to collect huge amounts of data. It also analyzes user profiles to display user-tailored ads as Microsoft openly acknowledges. So by default, Windows 10 is set to collect more data than many users would allow. Even the recommended express installation later states that: If you don't want a particular setting you'll have to disable it yourself.