We've already seen this week the dangers of mindlessly upgrading to what you think is a superior product.
So this is a naughty tactic from everyone's favourite corporate tech behemoth Microsoft.
They're under fire for changing the pop-up box which encourages Windows users currently using 7 and 8.1 to upgrade to their latest offering, Windows 10.
When users click the cross in the top-right hand corner which, of course, traditionally gets rid of the message, this in fact agrees them to accept a scheduled upgrade instead of rejecting it.
This has happened because the upgrade is "recommended" by Microsoft, with many users having PCs which automatically accept recommended updates - however, these are usually standard and minor security updates which occur from time to time.
Senior editor of PC World website Brad Chacos described users' frustrations, saying: "Deploying these dirty tricks only frustrates long-time Windows users who have very valid reasons to stick with operating systems they already know and love".
'Love' is probably a bit strong there Brad.
However, Microsoft responded saying, "With the free Windows 10 upgrade offer ending on 29 July, we want to help people upgrade to the best version of Windows. As we shared in October, Windows 10 will be offered as a 'recommended' update for Windows 7 and 8.1 customers whose Windows Update settings are configured to accept 'recommended' updates. Customers can choose to accept or decline the Windows 10 upgrade."