If you dont choose express install, then you can disable many shared experiences which Win10 uses to interpret your application and metadata to unify and customize your experience. Like whom you share data with most often are prioritized, favorite lists etc. just like any social media software.
They want to build on the Apple and Google model of revenue stream for to build up a large user base then figure out how to make revenue from this large user base with a free OS.
Either updated paid apps or free ads or or free cloud storage with pay as your go increases. This can lead to more sustainable income than the OS cost and the hidden Scheduled Tasks can ensure they keep pirates out.
The abundant secrecy of a dumber user interface like the iPad is what is so appealing to MS that they want to copy this model without patent infringements.
Unfortunately, for corporate uses and geeks like me, this obfuscation is a worry or a frustration. They add more features, but take away control.