"straight out of its 1990s bullyboy playbook"
I really don't think this is. Microsoft in the 90s competed with the product. Yes they abused the monopoly to push IE and yes they abused by embrace and extend but they always left the customer choice - you could always install Netscape if you wanted to and you didn't have to write ActiveX and you always controlled what runs on your PC.
This time they are abusing their monopoly to force people who have actively rejected an update into accepting it. They've crossed the line between providing choice and, well, writing malware..