I think in part they do, otherwise OS X wouldn't have gained as nearly as much marketshare on the promise that "It just works"
OS X gained market share because of the insane popularity of the iPod, and subsequently the iPhone. Gained nearly 4% post iPhone launch.
There are other negative effect as well. People will do everything they can to not get the latest updates. See: Windows 10
Which is totally nonsensical, mostly fed off of nonsense news perpetuated through the general public. I don't like Windows 10 because someone on the internet said it was bad. It's a great OS.
I will never install it until they have dialed back their forced updates. I plan on using 8.1 until I can't, and then jumping to another OS. I had a number of blue screens from updating windows 8.1, and I see photos of windows force updating at crazy times. No forced updates from the brickmasters, thank you.