Windows 10 buys your soul (with your consent)

I suppose I have little option but to upgrade.

And I am resigned to being “targeted” by advertisers selected specifically for me. I take some comfort in the fact that I cannot recall actually buying anything because of a web advertisement. I suppose I am just too old for them.

Image result for windows 10

The soul – however you want to define it – is manifested (not defined) in your behaviour. The advent of the internet and its apparent anonymity actually makes visible some parts of your hidden self.  People visit sites and make comments that they would never otherwise do if they were in public view. Of course much of that anonymity is only a perception. Your internet “self” (ID, email, passwords, sites visited, on-line community memberships,…. ) comes closer to painting a picture of your soul than just your visible behaviour.

And Windows 10 acquires more of your soul than ever before – and all with your consent.  It is with your consent because few will ever read and understand the 45 pages of terms and conditions that must be agreed to. Not that Apple and Google are not also involved in photographing and capturing your soul. But even an on-line presence is only a manifestation of your soul and each of Microsoft or Google or Apple have have their own painting of your essence. And these perceptions of who you are, these paintings of your soul, are theirs to sell – to advertisers or to governments or to other interested parties.

The Guardian:

Hundreds of commenters on sites such as Hacker News and Reddit have criticised default settings that send personal information to Microsoft, use bandwidth to upload data to other computers running the operating system, share Wi-Fi passwords with online friends and remove the ability to opt out of security updates.

Many of the complaints relate to the new personalised adverts embedded in Windows 10. When the OS is installed, Microsoft assigns the user a unique advertising ID, which it ties to the email address registered with the company. That email address is also associated with a raft of other services, such as the company’s productivity and communication programs, as well as app downloads and cloud-storage uploads.

Using that information, Microsoft is able to personalise ads to the user, during both web surfing and, for newer apps downloaded from the Windows Store, app usage. Microsoft itself is leading the way on that front, even turning the in-built version of Solitaire (the card game that has been a staple of Windows installations since 1990’s Windows 3.0) into a freemium game, complete with unskippable video adverts.

Elsewhere, Windows 10 also harvests user information in order to teach the built-in personal digital assistant Cortana, Microsoft’s answer to Siri. To enable Cortana, the company says, it “collects and uses various types of data, such as your device location, data from your calendar, the apps you use, data from your emails and text messages, who you call, your contacts and how often you interact with them on your device”.

“There is no world in which 45 pages of policy documents and opt-out settings split across 13 different Settings screens and an external website constitutes ‘real transparency’.”

……. The European digital rights organisation (EDRi) sums up the company’s 45 pages of terms and conditions by saying: “Microsoft basically grants itself very broad rights to collect everything you do, say and write with and on your devices in order to sell more targeted advertising or to sell your data to third parties.”

In many ways, however, Windows 10 is merely moving closer towards what has become the new normal thanks to mobile operating systems. Both Siri and Google Now require access to the user’s personal information to personalise responses, while both Apple and Google offer developers the ability to deliver personalised ads to users based on information such as app installs.

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2 Responses to “Windows 10 buys your soul (with your consent)”

  1. excarcerated Says:

    why do you say you “have little option but to upgrade.” ? why not stick with 8.1 ?
    i mean , the things you have listed about windows 10 are horrible, and if this is the case i would never use it.

    • ktwop Says:

      Just my particular situation. I have one pc running 7, one on Vista and even an old netbook on XP and my wife runs 8.1. The next pc crash will lead to a replacement Mac and I would like to have all pcs in the house on one OS – probably Win 10.

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