The hypocrisy is in that all the surveillance MSoft does* is secret - Google is very, very open about the fact that yes, they do keep data about what you search for, what you watch, etc. etc., and use it to give you personalized search results, personalized adds, and sell anonymized versions of that data to third parties**. MSoft is taking information that's public knowledge, and portrays it as a dirty secret on the level of the NSA stuff.
* If you think MS doesn't store all it's data about you, that's naive.
** I'm pretty sure you can get "we think that x% of the people who watches google adds on your site is women" from Google.