"their London HQ is less than 100 yards from a pub"
Most places in London are only 100 yards away from a pub. It's F.A.B. (flaming alcoholic Britain!)
Back to the subject at hand, M$ are, naturally, going to appear glibly apathetic as to the quibbles we bestow upon them, since they know that all PCs will eventually be running Windows 10 as hardware is replaced. Their spyware will slowly become ubiquitous, and Orwell's prediction will come true.
Google translate this : http://aeronet.cz/news/analyza-windows-10-ve-svem-principu-jde-o-pouhy-terminal-na-sber-informaci-o-uzivateli-jeho-prstech-ocich-a-hlasu/