In early 2000 "spyware" and "adware" was something clueless computer users caught by mistake and that had to be removed. It was something bad. Today it is apparently such a vital part of the "Windows Experience" that it is built right into the OS, including the nagging! Android, by contrast, has always had this crap. But it is possible to disable and it is a cellphone. And a cellphone has never really belonged to you as much as being part of the carrier's network. Carriers own "your" SIM card and can remotely install and run applications on it, as well as sometimes on the phone. But as the two converges all of the bad stuff from cellphones seems to creep over into the computer; the touch UI:s, the locked boot loaders (Secure Boot) and now the constant surveillance.
Myself I am less affected as I run Linux full-time except for some games since at least 10 years back. I don't like Apple products either but they generally serve their users well (not me) and doesn't have a vested interest in violating your privacy. If I was still using Windows I would feel betrayed though; this is my PC, not some overpriced, carrier-locked device that you have to bully people into buying.. So that once they're paying a total of $2000 for that privilege, spending $100 per year in the app store seems rational; to get the most out of it.
And this loss of trust is troublesome, because if they are prepared to start treating their existing, paying customers like your average online advertisement network does.. How will they use their power over Secure Boot, the keys to the boot process? Already, the previously mandatory disable option has been made optional for the latest version. To prevent "the Windows XP fiasco" where none upgraded, they could lock out previous Windows versions as well as all third-party OS:es.
And the Linux world is far from perfect. In an effort to "simplify" it large parts of it has become unnecessarily complex, with badly engineered solutions that starts to look like Microsoft Windows under the hood. Applications like Firefox are integrating "sponsorware" and is removing privacy-enhanching features. And in the light of the second Crypto Wars we need confidence in our own devices more than ever.