I was shocked and very worried when ads for Microsoft Office started popping up in the Action Center (10&#x27;s centralized notification area) last year. When I wrote about my concerns on a Windows forum, most pf the responses were along the lines of, &quot;why are you complaining, Windows 10 is free.&quot; If people no longer feel that they own their operating systems, then there is no check on Microsoft&#x27;s behavior. Inevitably, ads will become personalized and telemetry that Microsoft now uses to improve the operating system will be used to improve ads. The challenges to privacy that we currently experience online will expand to the desktop.