Microsoft plans to gather user's local search data and plans to use it to know which ads you'll see when using microsoft products.
As InfoWorld puts it, Windows 8.1 "not only searches your computer for the string you specify it also, all by itself, gathers up the terms and runs them through a Bing search" so that terms you search for on your hard drive result in advertisements for similar products on Amazon, eBay and other websites. InfoWorld also notes that Microsoft is encouraging users to set up a Microsoft account as a prerequisite for using Windows 8.1, similar to how Android devices encourage users to create Google accounts capable of tracking them across multiple services.
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