As tech websites have reported this week, if you click on "Express settings" when installing Windows 10, this will default on enabling the sending of personal data to Microsoft and any other parties they have chosen to send/sell your personal data to.

For this not to happen, you have to avoid clicking on "Express settings" and go through the lengthy, annoying and cryptic custom settings, which means the whole thing is actually designed to trick you.

Just like any malware out there.