With nine days to go, Microsoft really, really wants you to claim your free upgrade to Windows 10. Come to think of it, Microsoft has really, really wanted you to upgrade your Windows 7 or 8.1 PC to Windows 10 for more than a year, and backed it with the GWX subsystem -- first installed by KB 3035583 in March 2015, 15 months ago.
Poster Chris on AskWoody put it quite accurately:
Because, y'know -- the dozens and dozens of times I have vehemently and viciously said "No Bloody Way!" to any and all of Microsoft's Windows 10 nonsense over the past year may have just been playful flirtation on my part … all to get them to try harder.