Windows Update was adding the installation as an optional update with a default tick.
First, I updated an entry in my registry ...
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Windows Registry Editor Version 5.00
[HKEY_LOCAL_MACHINE\SOFTWARE\Microsoft\Windows\CurrentVersion\WindowsUpdate\OSUpgrade]
"AllowOSUpgrade"=dword:00000000
Then I found and uninstalled the kb3035583 update from Windows Update. If you do this before the registry changes, then you'll probably find it reappearing.
I suspect that if you avoided installing kb3035583 in the first place, or uninstalled it earlier enough, the registry changes wouldn't have been necessary.
You will now find that Windows Update lists the kb3035583 update as an important update which is ticked by default. Untick it, right-click on it and select Hide-It.
For the moment, this appears to work, but I wouldn't put it past Microsoft to reinstall the option with another anonymously-named update.