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[–] mjmoore ago 

I turned off the ad tracking. I'll give Cortana a go and see how useful it is. I have the leaked APK installed on my Android phone too, so it will be interesting to compare it to Google Now. If it proves to me useless over the course of a month, that will also be disabled. I think Microsoft is scrambling to learn more contextual data about customers because everyone uses Google for search, and carries around either an iPhone or an Android phone which has access to their location history. If you went from Windows 7 to Windows 10, and never really used Windows Phone, Microsoft is more or less starting from scratch. See what works for you, and what you consider to be useful. Turn off whatever tracking or contextual awareness features you find to be less than useful.