That's not the point though is it. When getting a mortgage or insurance or credit card comparison you are inviting scrutiny because those companies are taking risk in business with you. Scrutiny is not the same thing as underhand surveillance.
As for whether or not microsoft care, would you let your local police force install a CCTV camera in your home that was only monitored in the case of a crime? Nobody would agree to such an invasion of privacy that could easily be abused. It is the same with windows 10, I'm sure microsoft don't care about my usage habits, but the potential for abuse is there and that's what irks people.