We've all been conditioned to associate the red x in the top right corner of any pop up to mean exit or escape. But Microsoft users complain hitting that x triggers the same system upgrade they attempted to reject.
Pinellas Computers estimates 100 or more of its clients have called in to complain about the persistent pop ups prompting an upgrade to Windows 10.
Pinellas Computers owner Ryan Malize says that's because Microsoft left users no way to opt out of the Windows 10 prompt.
In fact Malize says clicking on the red x actually triggered new system to download. So what's Microsoft's motivation? The migration of upwards of a billion users to an operating system brimming with ads.
What is the downside to Window's 10? Reviewers give it a thumbs up for ease of use but users who are married and comfortable with Windows 7 and 8 simply don't want to change.
If you are upgrading be sure to avoid the express button and take the time to opt out of all the data sharing Microsoft wants to do about your location and online usage.
What to do if you are not interested in the upgrade? There are a couple of free tools that will allow you to remove and disable the upgrade prompts all together.