content: I've got one foot in your boat, man. On the one hand, I don't care if Microsoft knows that I spend 18 hours a day playing video games when classes aren't in session. I also don't care if they know what kinds of porn I like. Hell,  if cortana could suggest porn for me, that's be pretty great.  But on the other hand, I don't want that information showing up in my amazon suggested products list, or in any of the ads they'll inevitably include on websites outside my incognito window thanks to google's targeted ads.  I don't mind if cortana collects a creepy accurate profile on my psychological state, as long as I know they're not sharing it with just anyone who asks, or anyone at all for that matter.