ZDNet:

Reports are circulating that some users are being presented with dialog boxes that only give them the option to start the upgrade process or reschedule it for a later date. Others are finding that the Windows Update screen is only offering them the option to begin the upgrade process, with other system updates being hidden from view.

Is there anything you can do to reverse this situation? Right now there isn’t.

The sense this gives is that Microsoft is throwing all its efforts into a forced migration to Windows 10. There were reports that Microsoft was downloading unrequested upgrade files to users and now this?

Could this have been a mistake?

From VentureBeat:

Some Windows 7 and Windows 8.1 users this week started reporting they were being forced to upgrade to Windows 10, even though they had not reserved a copy nor indicated in any way they wanted to upgrade. We reached out to Microsoft asking why users were being forced to install Windows 10, and the company replied that the issue came down to an optional update in Windows Update being checked by default. The company has now reverted the checkbox, calling the whole snafu “a mistake.”

And:

“As part of our effort to bring Windows 10 to existing genuine Windows 7 and Windows 8.1 customers, the Windows 10 upgrade may appear as an optional update in the Windows Update (WU) control panel,” a Microsoft spokesperson told VentureBeat. “This is an intuitive and trusted place people go to find Recommended and Optional updates to Windows. In the recent Windows update, this option was checked as default; this was a mistake and we are removing Windows 10 from Windows Update for users that have not reserved a copy of Windows 10.”

An inauspicious launch.

[H/T the indomitable not Jony Ive]