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"The XBL Ad team stressed that the amount of data being collected by the Kinect camera will not be abused by a third-party. And the level of data collected through a marketing standpoint if far lower than from a game developer standpoint."

so it does actually collect data.

 

also, they are speaking about ads like its something users enjoy, want and demand. i always wanted my axe and doritos ads to be more "immersive", thank you microsoft