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A PR disaster: Microsoft has lost trust with its users, and Windows Recall is the straw that broke the camel's back

It's a nightmare scenario for Microsoft. The headlining feature of its new Copilot+ PC initiative, which is supposed to drive millions of PC sales over the next couple of years, is under significant fire for being what many say is a major breach of privacy and security on Windows. That feature in question is Windows Recall, a new AI tool designed to remember everything you do on Windows. The feature that we never asked and never wanted it.

Microsoft, has done a lot to degrade the Windows user experience over the last few years. Everything from obtrusive advertisements to full-screen popups, ignoring app defaults, forcing a Microsoft Account, and more have eroded the trust relationship between Windows users and Microsoft.

It's no surprise that users are already assuming that Microsoft will eventually end up collecting that data and using it to shape advertisements for you. That really would be a huge invasion of privacy, and people fully expect Microsoft to do it, and it's those bad Windows practices that have led people to this conclusion.

475 comments

  • A lot of people here seem to be missing the nuance.

    Sure, it’s problematic for their consumer market share, but you’re right that that’ll probably be forgotten by the mostly tech-illiterate populace over time. But that’s not the problem.

    Step 0 of MS’s plan for this should have been “make sure there is an absolutely bulletproof and ironclad way to disable that stuff completely for enterprise customers”. And they didn’t do that. So now, enterprise IT writ large is going to… you know… just not buy any of these devices. Which is absolutely their right.

    But the really frustrating bit is that MS may have significantly harmed the rollout of ARM-based laptops (as well as x86 chips with beefy NN-optimized tiles) with this, and additionally done real, massive harm to Intel, AMD, and Qualcomm by doing so. All three of those manufacturers have gone to ENORMOUS lengths to roll this tech out, largely at MS’s behest. They’re all going to take this on the chin if the rollout goes poorly. And the rollout is already going poorly.

    But MS thought they could Apple-handwave away the details. And they can’t, because a lot of people who understand the absurd security implications of continuous capture and OCR and plaintext storage of the OCR output. It’s not something you can handwave away. It’s entirely a non-starter in the context of maintaining organizational security (as well as personal data security, but we’ve already talked about why that’s a bit of a moot point with the general public). But enterprise IT largely does try to take their job seriously, and they are collectively calling MS’s bluff.

    The problem for the long term is that MS has pretty much proven to the IT industry with this stunt that they can’t be trusted to make software that conforms to their needs. That’s a stain that isn’t going to go away any time soon. It might even be the spark that finally triggers enterprise to move away from MS as a primary client OS. After all, Linux is WAY easier to manage from a security perspective.

    TL;DR: the issue is that MS has significantly damaged their reputation with this stunt. And you can’t buy reputation.

    Edit:

    The article has an update:

    Update noon ET June 7, 2024: Microsoft has released a statement noting it is making three significant changes to how Recal works including making it opt-in during setup, requiring Windows Hello to enable Recall, proof of presence is now required to view your timeline, and search in Recall, and adding additional layers of data protection including “just in time” decryption protected by Windows Hello Enhanced Sign-in Security (ESS) so that snapshots will only be decrypted and accessible when the user authenticates.

    It’s definitely a move in the right direction… but it also begs the question of why didn’t they do that in the first fucking place? Seriously, some heads are gonna roll over how badly this whole release was planned, and the very clear lack of due diligence.

  • Microsoft: oh no we might loose 0.0000001% of users, it doesn't matter since we can shove our software down people throats

  • I know it's WindowsCentral but the article has some pretty naive takes. Given the propensity of threat actors to target Windows due to its market share it's impossible to not see a system that records user activity as a huge treasure trove for both malware and hackers.

    It also doesn't mention that Microsoft claimed that it would be impossible to exfiltrate Recall data and of course researchers found it not only possible but trivial, with the data lacking even basic protections. Assurances that there are mechanisms to prevent Recall from secretly monitoring you mean nothing when prior assurances about safety have been found to be paper thin at best.

    Further it ignores that telemetry gathered by Windows has dramatically increased in the last several years with methods to disable it being eliminated or undone by OS updates. Microsoft is hungry for user data and it would be absurdly naive to think that Recall won't be a tool they use to gain more of it. If not now, then definitely later.

    The author does point out that Recall has been weirdly under wraps, avoiding the usual test bed for new feature rollout. Microsoft has been acting shady about the feature and then the feature itself does shady things (like record PII, credit card data, etc.), of course users are going to think the worst. At this point it's a survival tactic.

    Microsoft doesn't have trust issues because of bad PR or a few missteps. Microsoft has trust issues because they have violated user trust repeatedly for decades. They have done nothing to make users feel like they care at all about keeping Windows secure and safe and they clearly have no regard for user privacy. This only question is whether this backlash will do anything to make Microsoft reconsider the way it treats its users. I predict they will learn all the wrong lessons from this.

  • The switch to Linux will have to come from the bottom up. Corporations will NOT switch until Microsoft costs them serious money.

  • Microsoft lost my trust a long time ago. For the last 10-15 years, my only relationship with them is, "how much sh*t am I willing to put up with before I switch to something else?"

    And CoPilot/Recall was the breaking point.

  • Microsoft should go further and further with this so that windows becomes worse so that less people use it.

  • I know that I shouldn't, but here's what I think about this whole deal, illustrated with a single image macro:

    Get wrecked, Microsoft.

    I think that the article does a good job highlighting how much of a trainwreck this is, because Microsoft is not to be trusted. The Windows users hysterically complaining about this are not expecting Microsoft to behave in some outrageous way; they're expecting Microsoft to behave as usual.

    • Every generation needs to learn what microsoft is all over again, but they only learn the hard way.

475 comments