I know! Microsoft wants us to use their compromised OS so they can gain more user data and share it with 3rd party's for the sake of making more money at the cost of their customer's privacy, security and overall safety. Microsoft is getting real shady and greedy even more so then they already are.
You think Microsoft is the only one?This was all already happening with Windows 7 and Windows 8. Google is doing the exact same with Youtube and anything you search for as well as Android phones. Apple is doing the same with iPhones and iPads etc..
This is something that's happening quite widespread and isn't necessarily to make money. A lot of it is research and advertising (data on how you use various products to get feedback on how to improve said product and data on what you like so advertisers can show you ads you are more likely to click). But, mostly behind closed doors, there's also government involvement certain data collection going on (if you've heard of the NSA for example, Edward Snowden perhaps?).
The key difference here is that with Windows 10, Microsoft is being more open than they have been before with what data they collect (and also allow you to disable this). So unlike a lot of others where we only know through data leaks and people giving out information what they are doing, Microsoft is being more straightforward and actually telling you. It's not a new thing they've started just now, they've just admitted that they are doing it.
If you wanna call that shady, sure, but I would rather consider it the opposite that they are admitting to the shady business they've been doing and are now more open with it. There's still things we probably don't know about but it's a step in the right direction I'd say.