Unforunately, Ed Bott, in his determination to whitewash the whole spying controversy, is confusing terms -- to defend MS collecting data on us all.
What he is talking about, even though he uses the term "analytics" is really nothing more than data analysis -- and that analysis concerns what is DONE with the data. It does not excuse, nor does it justify, collecting data on folks.
Let's suppose I was able to access your bank records for the past 90 days, and not only yours, but everyone you know -- and ALL I did with that information was generate graphs of product purchasing trends -- what kinds of items, what price ranges, how often purchased, etc. And, I then used that information to inform product manufacturers of the relative successes of their product in the recent marketplaces. That's -- data analysis, or what Ed Bott and MS prefer to call "analytics".
Does that mean I did not SPY on your financial information, insofar as I collected it without getting your specific permission for each item, ahead of time. NO! I DID spy on you -- the fact that I did not use any of your personal identity information for nefarious purposes, or for personal gain, has nothing whatsoever to do with WHAT I did, only WHY I did it.
MS collects personal data -- their previous admissions and written statements make this clear -- that they use it ONLY to do data analysis (for which, BTW, we only have their word and the word of their defenders), does not change the fact that it is still spying on folks.