With its open source, not-for-profit business model Mozilla is generally regarded as one of the most flexible companies around so when it starts pushing you to do something it's worth taking notice...
Consequently in something of a groundbreaking move for the company Mozilla has revealed it will be promoting/pushing Firefox 3 (version 3.0.1, to be precise) to existing Firefox 2 owners via a series of update notices in the near future.
If you're in this category then expect to soon see an automated prompt asking you to upgrade. You will have the option to delay 24 hours or decline it outright but in the case of the latter it seems Mozilla will be back at a later date to start the push again.
Speaking to ComputerWorld, Firefox Director Mike Beltzner said "We're pretty committed to user choice, but we're also pretty ardent that Firefox 3.0 is a good product." A fair comment given its record breaking launch.
Also worth bearing in mind is Mozilla support for Firefox 2 will officially stop in December and given browsers tend to sprout more holes than your average Dutch dam you'd need a death wish to hold out after that anyway.
So unlike Microsoft where resistance is ultimately futile, here it's just bloody stupid...