"Every data point Google collects and connects to you increases how valuable you are to an advertiser" Microsoft argues. "To be clear, there's nothing inherently wrong with wanting to improve the quality of an advertising product. But, that effort needs to be balanced with continuing to meet the needs and interests of users."
"The changes Google announced make it harder, not easier, for people to stay in control of their own information. We take a different approach – we work to keep you safe and secure online, to give you control over your data, and to offer you the choice of saving your information on your hard drive, in the cloud, or on both" Microsoft
That's something Google denies vehemently, claiming that despite the tweaks its "approach to privacy has not changed." We're expecting to see a response to Microsoft's promotion from Google soon.