Windows 10 especially has a nasty streak with updates, and while security updates are smart, forcing new content updates, advertisements, and spyware into the Tuesday fast track teaches users that the only way to be safe from Microsoft is to not take software from them automatically.
Idiots like this are why Windows updates are completely forced in the first place. A couple generations of "experts" knew better and refused to let Windows update. Then billions of dollars were lost cleaning up worms that had already been patched, but people kept canceling the update dialog. See SqlSlammer, CodeRed, etc.
You had your chance to handle your own updates and proved that you cannot be trusted to do so. This is the next logical step.
One could of course get tarred and feathered until one looks like a penguin - but hey, who is that desperate. Lets ask that question again, the day such a exploit is rolled out world wide with a patch on his back.
Funny times.
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Personally, I would describe the user voluntarily allowing their computer to become infested with first party adware and spyware as winning the stupid prize, but your mileage may vary.