content: I scrutinize it.  Repeatedly and constantly.  It bothers me quite a bit. I rooted a phone specifically to avoid an upgrade. There was a minor disaster in terms of the data on it.  That said, I still have a hard time believing it was the wrong decision, because the "upgrade" would have made the phone an overheating, battery-sucking brick. What Microsoft is doing with Windows 10 is, among other things, an attempt to force the PC into this "company-owns-the-device" model of system setup.  This is why there's a forced auto-update "feature" there.  Not to keep your system safe, but to keep Microsoft in control of one of the most powerful administrative functions available, and one that people take for granted.  They're receiving a lot of pushback, because people have options that don't run the same risk of bricking the device, because alternatives are readily available, and because the PC is traditionally a very open platform (which is one reason it succeeded, hence why the present-day PC architecture is a direct descendant of an architecture from 1981). Honestly, the way that Android and iOS are treated is the epitome of "the company owns the device you paid for."  I think people accept it more readily because to them it has always been  like this.  The fact that they give no option without breaking the OS is disturbing in and of itself, and I'm never going to readily accept it.  Unfortunately, rooting the phone so I can actually control it means I have few options in terms of upgrading and updating, but the companies leave me with little recourse, as I have no intention of paying for a device that I do not own.