I'm on Win 7 Home, my settings are to never check for updates (I do it manually) with both recommended updates and allow all users unchecked.

When manually checking for updates, two links will show up, one for important updates (all selected) and optional updates (all unselected).
I just updated, and I'm ashamed to say there were 40 important updates. When the smoke cleared there was no mention of Win 10 anywhere.

I did look through the optional updates and the KB3035583 update mentioned by Dreamlandmodels was in the optional section and unselected, so it wasn't a factor in my update.
As far as Win 10, it was not an option for me. Or maybe I'm misunderstanding, and MS isn't offering free Win 10 for Win 7 users?