Prompted by these two comments, I took a look - and unsurprisingly, yes, it's there again in my list of optional updates.
Out of interest, I clicked the "More information" link to see what Microsoft actually says about it - and my conclusion is that their underhanded trickery extends to their documentation:
Update installs Get Windows 10 app in Windows 8.1 and Windows 7 SP1
This update installs the Get Windows 10 app that helps users understand their Windows 10 upgrade options and device readiness. For more information about Windows 10, see Windows 10.
Yes, it says it "helps users understand" their options - and not that it "takes away users' options and shafts them from behind when they're not expecting it"