Users will do things like ignore updates and then trash you on the internet or spam your support because the software no longer works properly with service xyz. We regularly hear about major hacking incidents where internet-facing software hasn't been patched for years. Things like this will give your company a bad reputation.
I think the best compromise is to have automatic updates by default and a slightly hidden option in the menu to turn them off. If the user goes out of his way to turn it off, then it is his own damn fault, but if you make it too easy (like presenting it with every update prompt) you are courting disaster.
If it is in an options menu, power users can choose to turn it off, but normal users will probably never find the option.
And the problem with Windows is you can't really turn minor updates off, they require reboots, it nags you a ton about major ones, and the updates basically just make it worse.
It's strange that Windows updates are still such a big problem, and I'm not talking about the ones caused by Microsoft's greed. Even Linux systems, which for a long time were pretty user-unfriendly, have largely managed to make updates seamless. I have automatic updates turned on on my computer, and the only indication is that once in a blue moon I can't turn the system off for a minute while it's running an update.
And in my experience (mostly server linux, client Windows/macOS) the worst updates are still macOS, they take for ever to install. Linux and Windows seem to at least install quickly, like a full upgrade takes less than 20 minutes on both, while a minor release for macOS will make my MacBook try to lift off like a jet engine for 45 minutes.
What's true about both is the updates require a reboot and take way longer than they should.
For example, it is now quite feasible to use only open source software in everyday life, which usually operates according to better ethical principles and has greater difficulty in enforcing problematic changes.