Microsoft Finally Admits Its Malware-Style Windows 10 Upgrade Sales Pitch Went Too Far

from the self-sabotage dept

We've talked a lot about how Microsoft managed to shoot Windows 10 (and consumer goodwill) squarely in the foot by refusing to seriously address OS privacy concerns, and by using malware-style tactics to try and force users on older versions of Windows to upgrade. While Microsoft's decision to offer Windows 10 as a free upgrade to Windows 7 and Windows 8.1 made sense on its surface, the company repeatedly bungled the promotion by making the multi-gigabyte upgrade impossible to avoid, which was a huge problem for those on capped and metered broadband connections.

But at times Microsoft made things even worse by engaging in behavior that would make even the lowest scumware peddlers proud. Like that time the Redmond-giant began pushing Windows 10 upgrade popups that pretended to let users close the popup dialogue by pressing X, only to have that begin the upgrade anyway against the user's wishes.
Between this and the company's outright refusal to let users control how and when the operating system phoned home, Microsoft managed to take a relatively successful OS launch and turn it squarely on its head -- largely by ignoring some of the most basic principles of design, customer service, and public relations.

Now that the Windows 10 upgrade push is long gone, the company actually got close to acknowledging that its behavior went too far. Speaking on the Windows Weekly podcast, Microsoft’s Chief Marketing Officer Chris Capossela finally acknowledged that the company mishandled the entire forced upgrade (though he falls short of apologizing or addressing the parallel privacy concerns):
"We know we want people to be running Windows 10 from a security perspective, but finding the right balance where you’re not stepping over the line of being too aggressive is something we tried and for a lot of the year I think we got it right, but there was one particular moment in particular where, you know, the red X in the dialog box which typically means you cancel didn’t mean cancel.

And within a couple of hours of that hitting the world, with the listening systems we have we knew that we had gone too far and then, of course, it takes some time to roll out the update that changes that behavior. And those two weeks were pretty painful and clearly a lowlight for us. We learned a lot from it obviously."
Except Microsoft didn't really "get it right," and users made that abundantly obvious. And whether Microsoft actually "learned a lot from it" really isn't clear, since a refusal to let users truly control how the OS works (whether it's preventing the OS from being quite so chatty or letting users dictate upgrade schedules on their own terms) has been somewhat of a recurring theme since launch. That "we know what's best for you" mentality has been bone-grafted to the company's DNA for some time, and we'll likely have to wait until Windows 11 to see if any lessons were actually learned.

Filed Under: push, upgrade, windows 10
Companies: microsoft

Reader Comments

Subscribe: RSS

View by: Time | Thread

  1. identicon
    An0nym0us, 28 Dec 2016 @ 3:50pm

    Win 10

    If you think that's the worst part of win10, ( best shamwow telehost voice ) but wait there's more!

    Between the cve exploits, the vulnerability during any updating, and other exploits/vulnerabilities ( Google research if you aren't in the know ), the dark Web has thousands of exploits for win 10 circulating. You really don't know how far the rabbit hole goes. Progressively, since Bill Gates retired. Each "new" OS has progressively worse, and worse security vulnerabilities. Another trend that emerged was the rush to market. Look at releases prior to vista/7. Years between OS upgrades. Now it's like every 2 years we get a new OS forced on us. I won't run 10. None of my clients would allow me yo connect to their networks if I had.

    Know how many corporations are running 10? Almost none. Most are still on win7ce/em, because that's the last secure OS Microsoft made for business.

    I'm dual booting win8.1 pro/kali Linux ( latest distribution ) on my boxes, and laptops. Those are the last OS Microsoft made that the user can control and lockdown.

    And that slip about their listening? Microsoft uses passive feedback systems. Not only do they monitor your hdd/network/IP. They will trigger the mic, and even video to get direct feedback. Your emotional responses verbally, and non verbally communicated to their "listening" servers.

    Every OS has this authorized on your system. It's embedded deep in the OS, and cannot be removed.

    These guys make wild tangent look like amateurs.

Add Your Comment

Have a Techdirt Account? Sign in now. Want one? Register here

Subscribe to the Techdirt Daily newsletter

Comment Options:

  • Use markdown. Use plain text.
  • Remember name/email/url (set a cookie)

Follow Techdirt
Techdirt Gear
Shop Now: Copying Is Not Theft
Report this ad  |  Hide Techdirt ads
Essential Reading
Techdirt Deals
Report this ad  |  Hide Techdirt ads
Techdirt Insider Chat
Report this ad  |  Hide Techdirt ads
Recent Stories
Report this ad  |  Hide Techdirt ads


Email This

This feature is only available to registered users. Register or sign in to use it.