All corporations who have the opportunity will be salivating at the chance to do this.
They're all ran by the same kind of greedy bastard, and all the signals Microsoft is sending absolutely scream "you're either going to get ads, or you're going to pay to not get ads, or you're going to pay for what you used to have for free, or we're going to force you to use our online services ... where you're going to get ads, or pay not to get ads, and we'll sift through all your stuff".
Every damned corporation wants to monetize your experience and your data, have access to all of your stuff, and claim ownership to do anything they want to with it.
Microsoft has thus far failed to come up with a compelling way to do this because they keep putting out flops which don't catch on.
With Windows 10, between now expecting money for Solitaire without ads, or sharing your wifi password with people (including whatever government demands it), and pretty much everything else they're doing, Microsoft is trying to set the stage where they have access to all of your data, have everything in their cloud, and an EULA which says they can do anything they choose.
Everything about Windows 10 is screaming this will be terrible for the consumer. And it also tells me I want no part of it.
Microsoft is basically saying they will do anything with your computer, any time they want to, and you don't get a vote. Which means I expect Microsoft to be fucking up a lot of computers and leaving that to be someone else's problem.