A friend of mine runs a 3-person software company making desktop Windows software. Nothing terribly exciting, think - a ToDo list or similar. They put nothing in the kernel, stick to documented API, make no deep tie-ins into the system (e.g. Windows Explorer extensions). Just a perfectly simple standalone piece of software with minimal dependencies that can run even on XP.
Not two months ago they started getting reports that the software was disappearing from users' machines. The Start menu icon was still there, as was the Uninstall entry, but the EXE was nowhere to be found. Naturally they thought of the antiviruses, but there was no pattern. Fast forward two weeks and the only commonality between all reports was a freshly installed Windows 10 update. The update silently wiped their software off. And to understand why that happened or to file a "false positive" report with Microsoft, the only option was to cough up few hundred dollars for opening a "priority support" ticket with them. Not everyone was affected, just a fraction of a percent. You could still reinstall the software and Windows won't make a peep or complain in any way.
While it made very little sense, it still clearly showed that users were no longer in control of their machines. Moreover, Microsoft outright lied when they said "all your files and apps will remain where they are" while installing an update.
So it's not just about loosing control over your own computer, but it's also about being treated like a sheep that Microsoft owes no explanations to and can do what the hell it wants. I sure hope Kaspersky Labs will have enough rage, funds and patience to drag Microsoft through courts and whip it back in place.