I'll counter that with if we are using history as an indication of future actions, then selling off personal data has not been Microsoft's course of evil action. Suppressing competitors, sure, selling personal data, no.
Having dipped my toe briefly into the world of collecting and selling personal data, it is a rat-race way to try to make large sums of money. It is an absolute grind. I personally have a hard time seeing why Apple or Microsoft would decide to move away from making windfalls of money through direct purchases. Many startups fall into selling personal data because they can't crack the nut of getting people to pay them.
So it isn't safe to assume they aren't changing to a more Facebook/Google-like data-selling business model.