The following statement by Microsoft is interesting.
I am skeptical about their claim that pre-checking the Win 10 upgrade was a mistake. Was the "Get Windows 10" dialog box also a mistake? This was the dialog box that made it appear that in order to download any of the updates, you had to click Yes to a Windows 10 download. When I finally noticed that one optional update--Windows 10--was checked and unchecked it, the "Get Windows 10" dialog box disappeared and I was able to download several security updates normally. So the pre-checked Win 10 download and the "Get Windows 10" dialog box were related.
My guess is that this combination represented the latest method to "induce" users to upgrade, now that Josh Mayfield's GWX Control Panel is available. However, it looks like someone decided that this was too blatant. All the talk about maintaining trust in Windows Update rings pretty hollow in view of what has been happening the last few weeks, but the fact that Microsoft needs to say anything at all is a little bit of progress.