The technology giant says it has spotted an increase in free programs that purport to scan computers for errors and then use “alarming, coercive messages to scare customers into buying a premium version of the same program”
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So, Microsoft is going install "stuff" in W10 to try to make users always buy from the Microsoft online store - just like Apple has been doing since "forever"!
Yes, W10 is a security minefield and you need to turn off most/all of the dodgy stuff that feeds back info to MS and then to its commercial partners who, themselves, will try to sell you their wares! Probably can't stop all of it but something like O&O ShutUp10 (free) will stop a lot, and a lot more easily than trying to do the same thing manually, - installed on the 3x machines here that run W10, and takes about 5 mins to understand and another 5 to switch off the stuff (and there's a lot!) you don't want "broadcast".
OTOH, you just won't stop some "punters" from falling for anything dodgy - just look at some of the stuff in the "Another Offer I can't refuse...." thread, or just divulging info after they get a telephone call from "someone".