Do NOT ever use Microsoft's Express Settings in Windows 10
This is a repost:
It was covered already by Microsoft during the Insider Preview program. It is for for Microsoft ad framework. It is aimed for free apps which the developers choose to use and implement in their apps (which Windows 8 had. Nothing changed here.) And also for Cortana, which clearly asks you for access of information, like location to give you alerts when you reach them, like if you ask Cortana to remind you of stuff when you get there and weather, your Calendar to remind you of event and write stuff inside, and interest for news. Interests can be add/removed via Cortana options.. if you choose to enable Cortana(turned off by default). The Privacy Policy also include microphone listening if you enable voice recognition of Cortana, so that.. well it works with Cortana when you go "Hey Cortana <say request>" to your PC. This is also disabled by default.
Telemetry data is always been collected since Windows XP days. There is nothing used to identify you. Microsoft collects system specs, and what app is used or not. That is how Microsoft knows how many monitors configuration most people have, what software people use or don't. For example, they killed off Media Center because only extremely low number of people used it. As you can see, no one is really affected by this. This is good action taken takes to telemetry data collecting. Once again, no personal information or any information to identify you is collected. There is no key logger.
Another feature, which is covered in the privacy policy is if you use share your WiFi SID and password with your contact. Disabled by default of course. It allows you share your wireless info to your all your contacts that have Windows 10 or Windows Phone 8, or Windows 10 Mobile. The idea is that they can come to your place and can connect to your network automatically. They never see your password, and it doesn't share with their own contacts. If you are worried about privacy, all you care, is your neighborhood, because they are the ones that can connect to your wireless, anyone else will be too far away to get a signal to even see your wireless connection.
Lastly, you have the feedback app. If you post screen shots of a problem for example, these screen shot could contain private information. For example, you take a screen shot and there is Chrome/Firefox running on your bank account statement with your name and address written on it. Well, Microsoft can't help you there. You just gave that information to them. So to protect the company from legality (else it would be easy, where a person takes a screen shot and there is personal information displayed, and sues Microsoft because his/her personal information was sent over the web (the screen shot).
Oh and a GUID (Global unique identifier, a randomly generated code) generated by installed, to manage your devices your account is used for using purchased apps (and their micro transactions if any) on another system, explained, and covers how to manage your devices here:
http://linustechtips.com/main/topic/410816-mini-news-windows-10-app-store-install-limit-detailed/
Some information MUST be collected to identify you, such as your name, address, and credit card information for stuff like app purchases, or upgrading from Windows 10 to 10 Pro. And of course anything you put on Microsoft servers to use their services: e-mails, files from OneDrive, etc.
However, yes, Windows 8 and 10 both has something called AppID. An ID generated used to track your interest based on what Windows app you use that implements it (free apps with ads, for example. This does not include desktop apps), and what you feed Cortana (in the case of Windows 10 that is), if you choose to use the service. I don't mean what you search on your PC with the search box, but actually using Cortana if you enabled it, and configure it to be your interest or search the web with. In Windows 8 it was when you use the web searching feature in 8.1. Cortana collects what you enable it to have: Location, mail, calendar, etc. So yes, you reveal some of your data. But: If you use Microsoft Outlook for your e-mail, MS already knows, same for the calendar. If you use Bing, it knows your general location as well to show you things in your region. For example, if you search for McDonald , it will show you McDonald for Canada, if you are in Canada, and not one from Europe or something. However, yes, it is a game of trust. You trust that Microsoft would keep that information safe. Much like you trust Google for when you use Chrome web browser and Android, and also stores which you are confident in giving you your credit card information weather be online or not.
And yes, you can't turn it off, but it is not there to identify you directly per se.
You can customize apps and Windows privacy settings under Start > Settings > Privacy.
You can read the full privacy policy here:
https://www.microsoft.com/products/ceip/en-us/privacypolicy.mspx
http://www.microsoft.com/en-us/privacystatement/Default.aspx
If you have concerned, please read it in FULL, as it explains everything.
If you would like to discuss it, no problem, please post it in the appropriate forum section or original news post.
Thank you.
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