If we're adding personal anecdotes, then I'd like to file my own experience. A lab colleague's computer upgraded to Windows 10 in front of my own eyes. All she did was leave it alone long enough for her to go and drink some water. It was the only computer in our group which had the 3D modelling software we needed, and the update managed to break that. (I think we tried the roll-back too and that failed). Anyway, this was a few hours before our assignment was due. That is not a time to be left without one's tools.
I talked about this before here on Hacker News. Many others did. Some journalists also covered it.
Even I couldn't believe the shady tricks everyone was accusing Microsoft of until I saw it with my own eyes. But then again, I should also have realized that if so many people feel tricked, then it doesn't really matter if it was technically a trick or not.
If it wasn't technically a trick, then it sure was designed to fool users, evidenced by the sheer number of people fooled into it.