I said cloud features <i.of the operating system</i>. Not stuff you voluntarily download after the fact.
Understand me fully here: I have zero problems with targeted advertising, with unified search, with cloud storage or any of this. None. What I have a problem with - a very large, very fundamental problem with - is the integration of these items directly into the operating system.
The OS should be as minimalistic, safe, secure and private as possible. By all means, give me an option post install to download and enable a whole host of Microsoft products and services. Pull up the Windows Store - the one element of all of this I have zero problem with being integrated into the OS, by the way - and give me a face full of Microsoft's products services and applications.
I even think the EU can jump in a lake, and Microsoft should have no reason to display Google's stuff or Apple's stuff. It their damned OS and their damned store.
But don't build it into the OS. If I want cloudy stuff I'll install it. I don't want it turning on without my knowing, or some GPO enabling it, or the feedback mechanism in the OS requiring me to feed them my Microsoft ID.
And that goes for everyone else, too. Google can eat a sack of genitalia for the deep integration of cloudy crap into Android and Chrome. Apple with iOS isn't too bad, and OSX is even better. Canonical's Ubuntu Amazon Spyfest can go straight to the hot place.
There's plenty of "damned good operating system" in Windows 10. But the cloud integration is emphatically not okay. And it would be just as not okay if it were some other company building their shit into the OS too.
If I want your cloud crap, I'll make a conscious choice to install it and punch in my credentials. Under no circumstances should giving up one's privacy be so deeply embedded into any operating system that it's just "the flick of a switch" (or a power shell command, or a GPO) away.
If you want to hate me as a person for believing the above, espousing the above, or demanding the above from vendors, you go right ahead. But I've no time for vendors who view privacy as an annoyance or a second class consideration, and I've less time for fanboys who give those companies a free ride when they do.