They are shoving it down our collective throats because there is a very large cohort of completely oblivious users who would otherwise never consume the update.

They are shoving it down our collective throats because there is a very large cohort of completely oblivious users who would otherwise never consume the update. I can appreciate their desire to EoL Windows 7 and avoid another Windows XP, wherein they have to support an operating system for 15 years. Even RHEL only offers 10 years on their extended support. Same reason Chrome updates automatically in the background without your consent. It's just less invasive, because it's only a browser.