Microsoft is the only company I know that spends billions of $ in development to make products that are more obnoxious with each generation.
The reason seems to be that MSFT is playing to the parasites. These mostly are the advertising and marketing schemes that benefit from knowing everything possible about their sales prospect in giant databases.
The customer who pays for software with money and time, just seems to get the ever more finely targeted shaft. A trap thats easy to get in, can't get out.