
It could be through personal data collection, additional targeted advertising, pushing "premium" subscriptions, or a variety of other means. Microsoft may be giving away "free" upgrades to Windows 10, but they clearly plan to monetize Windows 10 after they get it installed on your computer. I'm not sure, but I'm guessing it is all about the money. So if this forced upgrade happens to you, you should be given the opportunity to decline the terms and conditions, and your computer should be able to revert back to Windows 7. It took an hour, much of which time the screen was blank and I was pulling out the little hair I have left, but eventually our laptop was back to Windows 7. It told me it would attempt to revert back to Windows 7. It then asked me if I was sure I wanted to decline the amazing Windows 10 experience. The screen provided a lot of legalese (Microsoft Windows 10 terms and conditions), and then asked me to click ACCEPT or DECLINE. Sure enough, about two hours later, the "upgrade" finally finished and our laptop started up under Windows 10.

While our laptop was "upgrading" I searched online and found a tip that after Windows 10 was finally installed, it would ask me to accept the Windows 10 Terms and Conditions, and I could at that point decline the update. I do NOT want either of our computers "upgraded" to Windows 10. I need my laptop and computer to stay on Windows 7 to run old programs and external hardware I have for work. It may be in the middle of the night, or during the day in the middle of a critical project you're working on. Unless you find out in advance and disable it, at some random time, out of the blue Microsoft may take control of your computer and automatically start the Windows 10 "upgrade". It appears that as a courtesy Microsoft is scheduling your computer to automatically update to Windows 10 at a specific time without your knowledge or permission.

I learned that many people are reporting the same thing (for example, here and here). During this time, I went online on our other (Windows 7) computer and did a quick google search for "Windows 10 forced update". Instead we watched helplessly for about the next 2 hours as our laptop was taken over and Windows 10 was slowly installed.

I didn't want to damage the computer, so I wasn't willing to kill the power. I walked over and looked at our laptop, and sure enough, the screen said it was downloading and installing Windows 10 and DO NOT POWER OFF THE COMPUTER.
