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One thing that really annoys us about Windows 10 is Microsoft’s aggressive upgrade strategy How to Block the Aggressive Windows 10 Upgrade on Windows 7 and 8.1 How to Block the Aggressive Windows 10 Upgrade on Windows 7 and 8.1 Microsoft ramps up its efforts to make users upgrade to Windows 10. Come 2016, many people will wake up to a new operating system, despite never having consented to the upgrade. Don't be one of... Read More .

Steve Jobs famously said “people don’t know what they want until you show it to them.” Microsoft must think this is true for Windows 10. And so its developers keep finding new ways to trick Windows 7 and 8 users into upgrading Microsoft Tricks Users Into Windows 10 Upgrades, Windows Phone Is Dead... [Tech News Digest] Microsoft Tricks Users Into Windows 10 Upgrades, Windows Phone Is Dead... [Tech News Digest] Microsoft resorts to dirty tactics with Windows 10, Windows Phone is deader than a dead thing, Reddit introduces embeds on other sites, Edward Snowden says no to Allo, and the new Star Trek Beyond trailer... Read More because surely they will like Windows 10 10 Surprising Reasons Why You Will Like Windows 10 10 Surprising Reasons Why You Will Like Windows 10 It's almost cool to hate on Windows 10 these days. Don't let that deprive you of all the benefits Windows 10 will bring! We show you what you're missing out on. Read More once the see it. Or they’ll just surrender.

Personally, I do like Windows 10, but I also appreciate the reasons of those who oppose the upgrade. And I think what Microsoft has been doing is deeply disturbing and unethical. Microsoft acts as if its goal for 1 billion Windows 10 users supersedes the company’s responsibility for its existing Windows customers Why to Upgrade Windows at the End of Extended Support Why to Upgrade Windows at the End of Extended Support Eventually, support for every Windows version expires, leaving PCs full of holes, entry points for malware, and opportunities for hackers. Windows 8 recently reached end of support status - we show you why and how... Read More .

This reckless battle has unintended consequences, which not only hurt Microsoft’s customers, but also its business.

1. Lost Trust in Windows

When a live broadcast is interrupted by a stubborn Windows 10 upgrade notification, it sends a clear message to thousands of witnesses and millions of people worldwide: Windows cannot be trusted.

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People feel confirmed that it’s not just them. No, it’s really not! Everybody using Windows 7 and 8 is suffering from Microsoft trying to get them to upgrade to Windows 10, by hook or by crook Microsoft Strikes Again - How to NOT Upgrade to Windows 10 Microsoft Strikes Again - How to NOT Upgrade to Windows 10 Windows 10 is now a recommended update on Windows 7 and 8.1 computers. If you're not yet ready to upgrade, it's time to double-check your Windows Update settings. We show you how. Read More .

Many users who intended to stay with their old Windows and thought they denied the free upgrade offer, disover that Windows 10 was downloaded to their system nevertheless. Worse, some users get automatically upgraded to Windows 10 in their absence and — as far as they are concerned — against their will.

It’s those WTF moments that make people lose trust in Windows and Microsoft. The stories spread and those that have been spared so far are terrified to suffer the same fate. So what do they do?

2. Users Disable Windows Update

Disabling Recommended updates is exactly what suspicious Windows 7 and 8 should be doing to stop the Windows 10 upgrade. However, a heads-up comes from Wes Miller, Research VP at Directions on Microsoft, who thinks people might go further than that:

And he’s right. The aggressive Windows 10 upgrade causes deep distrust in any system update. This makes users disable not only Recommended updates — which should be sufficient — but also critical updates.

In Windows 7 and 8, completely disabling Windows Update Fix Windows Update & Make It Less Annoying Without Compromising Security Fix Windows Update & Make It Less Annoying Without Compromising Security Windows Update can be a nuisance. Here is how you can protect yourself from its annoyances without compromising security. Read More is fairly easy. The downside is that it could lead to an increase in Windows systems infected with malware or otherwise paralyzed. It’s ironic because Microsoft is supposedly pushing Windows 10 so hard to get users upgraded to a safer Windows environment.

Note: Instead of turning off critical Windows updates, we recommend that you disable only Recommended updates and install GWX Control panel or Never10. Also read everything we know about blocking the Windows 10 upgrade How to Block the Windows 10 Upgrade, Everything We Know How to Block the Windows 10 Upgrade, Everything We Know Microsoft really wants you to upgrade to Windows 10 for free before July 29. Windows 10 is a cash cow and easier to support. We show you how to avoid or undo an accidental upgrade... Read More .

3. Lost Time, Money, and Bandwidth

As we’ve established, Windows 10 is automatically downloading and installing on countless computers, whether or not users want to upgrade. This is a violation of user choice and an incredible waste of resources.

Installation files get deleted and — in the worst case — auto-downloaded again. People lose bandwidth, to the point where their Internet data plans are exhausted.

And a computer that is upgrading to Windows 10 cannot be used. More time is wasted when users need to downgrade from Windows 10 How to Downgrade from Windows 10 to Windows 7 or 8.1 How to Downgrade from Windows 10 to Windows 7 or 8.1 Windows 10 is here and maybe it's not what you expected. If you already upgraded, you can perform a rollback. And if you haven't yet, create a system backup first. We show you how. Read More to their previous Windows version. In some cases, people have lost files because the upgrade failed or they couldn’t go back.

Windows Upgrade Bricked System

Some people even got blamed for upgrading a school or work computer to Windows 10, even though the computer did it all by itself.

Once they are running Windows 7 or 8 again, the fight continues. It’s a battle that won’t end until July 29, when the free Windows 10 upgrade expires.

Note: We recommend that you keep backups of your files and don’t leave your Windows machine unattended. If you need to downgrade after an involuntary upgrade, open the Settings app (Windows key + I), head to Update & security > Recovery, and click Get started under Go back to Windows 7 / 8. Good luck!

4. Many Home Users Will Abandon Windows

What do you do when your trust has been violated and your resources wasted? You break up and start a new relationship.

Windows users have options. When it’s time to buy a new device, Macs, Chromebooks, and Android devices are attractive candidates. Meanwhile, Linux runs on Windows hardware. Not surprisingly, worldwide Windows market share has dropped from 72.3% in June 2015, to 59% in April this year.

OS Market Share Compared

This drop isn’t necessarily caused by Windows 10. It correlates with an overall trend to decommission bulky desktops and switch to lighter devices, which is why Android (from 10.15% to 20.16%) and iOS (from 8.12% to 9.25%) are on the rise. Linux has actually lost market share (from 1.28% to 1.10%). Meanwhile, Macs are up and down, oscillating between 6% in June 2015, down to 5.26% in December 2015, and up to 6.36% in April 2016.

At this point, Windows continues to be the most widely used operating system, but Windows 10 is clearly not helping to reverse the negative trend. Whether it’s really causing the decline to accelerate, we can’t tell for sure, but we do consider it plausible and we suspect it will continue.

5. Consumer Protection Looks Weak

Microsoft will eventually get sued over upgradegate. This is probably a calculated risk. Microsoft knows fair well that it could face court time in the EU, China, and other markets.

It happened before. In 2009 the European Commission passed a directive to stop Microsoft from bundling Internet Explorer with Windows. Instead, Microsoft had to provide users with a selection of possible browsers, the so-called browser ballot Is Internet Explorer Making A Big Return In 2015? Is Internet Explorer Making A Big Return In 2015? Microsoft no longer has to offer EU Windows users a choice of browsers. Moreover, Microsoft is working on a new browser. Nevertheless, we'll show you how to install your favorite browser without touching IE. Read More . This did cost Internet Explorer significant market share in Europe.

Browser Ballot

One challenge with the aggressive Windows 10 upgrade, however, is that it’s a temporary offer, which leaves little time to prepare a trial and have it blocked before it expires.

In December last year, German consumer protection organizations issued a call to order to stop the forced download of Windows 10 installation files to Windows 7 and 8 machines. Microsoft told Heise Online that the company respects local legal requirements. Meanwhile, it’s June, the Windows 10 push continues, and Microsoft has not been taken to court yet. In this case, consumer protection could prove to be a paper tiger.

In Microsoft We Trust No More

You’ll be hard-pressed to find a Windows user who fully trusts Microsoft, this user included. I was excited for Windows 10 Act NOW to Keep Your Windows 10 Upgrade Free After July 29 Act NOW to Keep Your Windows 10 Upgrade Free After July 29 Microsoft has confirmed that the free Windows 10 upgrade will expire. After July 29, a Windows 10 license will cost $119. We show you how to become eligible to install Windows 10 for free, even... Read More . With new leadership, I anticipated a new Microsoft, one that would listen to its users and act in their interest. It’s what they promised and Windows 10 did turn out to be a great operating system; for the most part.

However, I am deeply disappointed to see how Microsoft continues to abuse its users. Aggressive upgrades to Windows 10 is just part of the story. Forced updates in Windows 10 5 Ways to Temporarily Turn Off Windows Update in Windows 10 5 Ways to Temporarily Turn Off Windows Update in Windows 10 Windows Update keeps your system patched and safe. In Windows 10 you're at the mercy of Microsoft's schedule, unless you know hidden settings and tweaks. We'll help you keep Windows Update under control. Read More , Start Menu ads How to Ban Windows 10 Ads & NSFW Content from Your Desktop How to Ban Windows 10 Ads & NSFW Content from Your Desktop Windows 10 may be crossing a line with desktop ads and NSFW content. Microsoft and third-party developers can push promotional material directly onto your desktop. We show you how you can defend yourself. Read More , Windows Store bloatware Tired of Bloatware? How to Purge Windows 10 Store Apps Tired of Bloatware? How to Purge Windows 10 Store Apps For Microsoft, Windows 10 is a cash machine. With future updates, more apps will be pre-installed and promoted on the Start Menu. Let us show you how to easily remove pre-installed Windows Store apps. Read More , and privacy issues How to Configure Windows 10 Privacy Settings During Setup How to Configure Windows 10 Privacy Settings During Setup If you're installing Windows 10 for the first time, you may be unhappy with the assumptions Microsoft makes when selecting their Express Settings presets during installation. What liberties are Microsoft are taking with your privacy? Read More complete the grim scene.

How do you feel? Have you become a Windows 10 upgrade victim Are You a Windows 10 Upgrade Refugee? Do This First! Are You a Windows 10 Upgrade Refugee? Do This First! Did Microsoft just upgrade your computer to Windows 10? Since February, Windows 10 is being pushed as a Recommended update on Windows 7 and 8.1 computers. This is what you can do after you've been... Read More and what did you decide to do?

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