I think that keeping software updated is important if you want to keep the bad guys off your system. But I hate it when companies try to use this as a mechanism for pushing new (and possibly unwanted) software onto a system.
Take Apple's iTunes. The latest update brings with it 57 bugfixes. That's the sort of thing that makes me sit up and pay attention, and then reach of the software updater. But look what I find when I run Apple's Software Updater:
Why is Apple trying to push Safari 5 onto my system? Why is it pre-checked? New software isn't what I call a software update.
Come on Apple, I know that times are tough and that Safari market share is pretty poor, but this is pretty low. People might start to think that you're taking advantage of your shoddy code to improve another product's market share!