Not happy w/ MS approach to trick/force you to “upgrade”?
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If one would like to remove the MS-malware in question: Ultimate Outsider: Using GWX Control Panel to Permanently Remove the 'Get Windows 10' Icon.
Obvious caveats apply…read over page, then download/use at own risk, but I have had no issues after installing/applying.
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Best solution 
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“Barnacules Nerdgasm” discusses this, as well…
Forced Microsoft Windows 10 Upgrade Explained - Why?
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