I guess the same reason why smartphones are called "smart" phones.
Most poeple responding said that it has nothing to do with it, but I would add that someone who has these view is more likely to implement unethical features
For mobile, when I switched to Galaxus Mobile (formerly Digitec Connect) they handled the switch and I could choose how it would go. I selected the option to make the switch at the end of my contract with Salt. They sent me the SIM card a bit before the switch and I had to activate it when I lost the Salt covering (I don't remember exactly, but I had less than a day of downtime). There was an option to carry on the phone number.
The "someone" is the developer of Sync though.
I guess at the time it at least made Microsoft seem up to date on the last trends for investors?
They were afraid the service could improve or what?