Microsoft is so desperate for PC users upgrade to Windows 10, the firm is harassing weather reporters while they’re giving the forecast.
An unsuspecting Metinka Slater of KCCI 8 News in the US, state of Iowa, saw the update recommendation pop up live on air while she was issuing a thunderstorm warning.
The intrusive message, inviting the device owner to download the update for free, took up around half of the screen on the control room PC.
"Microsoft recommends upgrade to Windows 10, what should I do? Don't you love when that pops up?" Slater quipped during the broadcast.
"What's going on with my clicker now? It's the Windows 10, right? That's what people are going to say 'don't do it!'"
Microsoft has faced criticism for its tactics in soliciting updates to Windows 10.
Users have lost hard-drive space to the company downloading the installation files in the background, in case users want to quickly update.
As of January, Windows 10 was installed on 200 million devices.