Did you miss this part?
Quote:
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Earlier this year, however, Microsoft pushed the Windows 10 download out as a Recommended update. That means anybody using the default Windows Update setting—as you should be!—automatically received the installation bits and a prompt to install the new OS, which again could only be refused by exiting via the X in the corner of the pop-up’s window.
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Which has been my experience watching it. Do you have updates set to recomended? I'm also not convinced a VM proves anything other than at this moment, you are experiencing that behaviour. MS changed it so frequently over the last year you can't really replicate all the changes.