The end-game is to convince Microsoft to go back to being what they used to be: A company that sold us an OS. It wasn't free, but it did what WE wanted. That was the bargain. We pay once, and only once, and only with MONEY, not with our personal data. It wasn't open source, but it was open (enough) API and that was a compromise that a lot of us liked. The current bargain that they are offering is along the lines of "I have altered the bargain, pray that I don't alter it any further".