I don't know what MS is intending to use that brand protection service for - however, that is one of things MarkMonitor do.
We do know MS have control over the app. store - they dictate what you can get from there.
We also know they have a patented spying method here, to name just one: Microsoft patent spies on consumers to enforce DRM | ZDNet
From the patent summary :
A content presentation system and method allowing content providers to regulate the presentation of content on a per-user-view basis...
The users consuming the content on a display device are monitored so that if the number of user-views licensed is exceeded, remedial action may be taken."
So they are spying on how many people are actually able to see the content - in your living room.
If MS have any sense, they won't police that themselves - they may license it out - to avoid accusations of spying or even bullying. It amounts to the same thing as they are supplying it.
If win 8 gets a foothold - and the average user just unknowingly goes along with what it is leading them to do - all this is going to get gradually worse.