Last year, Microsoft said it had future plans to push users to upgrade to Windows 10, and it's keeping its promise. The operating system is now being offered to users on Windows 7 and 8.1 as a "recommended" update, which means that for the majority of people, it will be downloaded and installed automatically.
This doesn't mean that it's being rammed down users' throats, though—they'll still be asked if they actually want to go ahead with the upgrade. If anyone's not completely happy after they upgrade, the 30-day window for an operating system rollback is still in place.
Those with no plans to upgrade soon can also proactively disable the update from being downloaded, too. Users still on the fence need to make a decision sooner rather than later, though, as Windows 10 will no longer be a free upgrade after July 2016.