Is exactly the same as all the studies which targetted Windows 10, all it takes is Windows 10 connecting to Microsoft Servers to check for updates that everyone starts whining is collecting data on you.
Everything, I mean everything now a days phones home for various reasons. Heck websites and trackers are keeping tabs on you. I think the biggest issue is that the privacy we once knew it is gone and there are some who cannot grasp that concept. All you can do is control what you put online about yourself. Other than that there's not much else we can do unfortunately.
As I've already said, as long as they are using the data they way they say it's for, there's no issues IMHO. Unless someone can prove otherwise like they did with Avast, then this is all just speculation.