The reason few are yelling at nvidia compared to microsoft is that nvidia isn't making money on it the way Microsoft is. Regardless of what they say microsoft is and will continue to make money directly off the data collected in 8 and 10.
People will be more up in arms with nvidia when the do something like start digging through your cookies and browsing history to display targeted advertisement during loading screens in game. I shudder writing that thinking that I just gave game devs and GPU makers an idea.