I know it's an argument that has been discussed loads but I would suggest, that as far as I see it, the key reason people find windows 10 far more concerning than ISPs/websites/webstores/webmail accounts/... is because windows 10 is an operating systems, it sees everything a user does:
1. whereas an ISP cannot see anything a user does through tor, they alos cannot see precisely what you do on an https website, they know you're visiting exmaple.com but they don't know which page of it you're looking at. And ofcourse and isp can only see things done online, offline stuff, the contents of your documents... is not at all vsible to them. And if you need to be really really private you can combine use of tor/vpn with a mobile broadband dongle paid for in cash and topped up in cash when it's balance gets low, in such a case the isp need not know who you are as all your transactiosn to them will be a simple matter of physical coins and notes(although such dongles are pretty expensive for a not very fast or high bandwidth connection).
2.a website cannot see what you do on other websites (so long as you block cookies/adverts and sometimes scripts) it can only see the information you give to it.
3.a shopping website you use sees your payment information, so yes that's sensitive, but it doesn't see everything you do, only what you do on it's site, block scripts/adverts/cookies and it won't be able to track you round the rest of the web, cookies can be set to be cleared every time you close your browser.
4.webmail accounts can see the content of emails going through them, but if you want to email something really private to seomone you could put it in a text file, put this text file in an enccrypted 7z archive, phone the recipeint and tell them the password, then email them the encrypted archive, the webmail service cannot read such encrypted documents. Certainly people hamdle a lot of private stuff through webmail, but their webmail provider can only see what they do in webamil, not everything else they ever do. Google* and facebook only collect the information you put through them, the searches you run (for private ones you could use duckduckgo or go via tor or a vpn), the things you post on facebook (which were never meant to be private anyway, if you have something private to discuss you don't use a platform designed for mass sharing for such discussions)... but an operating system can collect everything.
Windows 10 however, being an operating system is postioned such that everything, all your browsing, all your emails, the content of all your files, your every word of typing, or even some would suggest every word cortana might overhear if you speak near a microphone. Up until now it has been a matter of certain services which collect data only getting at data you choose to give them, things you do within those services, the personal information you might give them on signup, and there are as explained above ways to fairly easily minimize what data is collected. But with an operating system it's sifferent, it sees everything, every private file you have, it could technically (though I expect this would be too much work to be worthwhile for any snooper) even track your mouse movemements and see how long you spend hovering over particular things, and it's much harder to avoid.
Yes you can use alternative operating systems but microsoft is doing all it can to get users of older windows systems onto windows 10, including sending out updates (which people came to trust and previosuly thought were all safe) which exist only to annoy the user with "upgrade for free" prompts, they have been downloading windows 10 onto windows 7/8.1 machine against users wishes and some might suggest they have gone as far as forcing some users to upgrade (thought this could be a matter of users accidentaly clicking something or not realising what was going on rather than full forcing).
And ofcourse you can move to linux, but if ms have their way very soon machines will all have secure boot which cannot be turned off, making the device capable of only running windows 10, no longer will it be possible to run multiple operating systems on a machine or to replace the preinstaleld os with a better one. So linux is at risk if a worst case scenario occurs and no-one manufactures proper computers anymore which a user can change the OS of.
That is wht people are happy (or a more correct phrase might be "just about half ok with") to have the sort of tracking that google/webshops/websites do but are not happy with an operating system doing it.
*ignoring google made tablets and phones, things get a little more complicatd if you factor in those
Edited by rp88, 05 October 2015 - 03:29 PM.
Back on this site, for a while anyway, been so busy the last year.
My systems:2 laptops, intel i3 processors, windows 8.1 installed on the hard-drive and linux mint 17.3 MATE installed to USB