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Two Soylentils wrote with a caution about a new strategy in Microsoft's playbook to get people to upgrade to Windows 10.
If you Click on the Red "X", You're Getting the Windows 10 Upgrade
That pesky Windows 10 forceware box...
This notification means your Windows 10 upgrade will occur at the time indicated, unless you select either Upgrade now or "Click here to change upgrade schedule or cancel scheduled upgrade". If you click on OK or on the red "X", you're all set for the upgrade and there is nothing further to do.
https://support.microsoft.com/en-us/kb/3095675
New Windows 10 Nag Screen May Trick 7, 8.x Users
Windows 7 or 8.x users that want or need to hold on to their current operating systems may be in for a very unpleasant surprise. Microsoft has essentially changed their Windows 10 update notification from a very pushy "opt-in" to an "opt-out". The new notification automatically schedules a time to receive Windows 10. Clicking the "X", as many have gotten used to, no longer prevents installation. Those that do not pay close attention to this new notification may inadvertently wind up with Windows 10 even if they did not want it. Very sneaky stuff.
Microsoft has published an offical article describing the changes.
(Score: 2) by physicsmajor on Saturday May 21 2016, @09:00PM
Tell them you're upgrading them to Windows 10...
and install Linux Mint, one of the LTS versions. It'll run faster and better on the same hardware, tell them Microsoft did the Apple thing and starting using one-word names for programs (Writer, etc. from LibreOffice), and if you must install Chrome on there. Also tell them to click the little icon in the bottom left and install any updates it asks to.
Then, enjoy not getting called for tech support for years at a time.
Evidence: I did this personally (except without the deception). The folks were and remain overjoyed.