Actually, scratch that, I think it really started with the non-consensual updates:
At first I ignored it, and carried on as normal. Sure, I'd get mad from time to time and I'd complain.
But hey, nothing beats the convenience of being able to have all of your applications in one place
It really started there for me as well, and where it ended: Windows 10 was hellbent on making me use newer, broken GPU drivers. So it was better to lose the ability to play some games rather than all of them. And I also was able to get all the updates from one place :)
pd: at the time this happened Microsoft still hadn't released the tool to allow to rollback drivers.