So while my instance was down earlier I noticed someone asking how Microsoft fits into surveillance capitalism (are they more of an Apple or a Google/FB) on Twitter.
Here's the answer
Screenshot was taken shortly after Win 10 was released on MS advertising backend. It looks like MS have moved to using Oath for their advertising now so more digging required to find out up-to-date details.
Now you know why you can't turn the telemetry off, and why it collects so much