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For its part, Microsoft has already released a statement, saying that the pre-ticked option to update to Windows 10 was a "mistake," one that the company promises to resolve right away.
"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. 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," the statement read via Venture Beat.