Number 2 really hits the nail on the head. I don't get annoyed when Steam updates and wants to restart. I don't get annoyed when Firefox updates and wants to restart. I don't get annoyed when I have to (rarely) restart my linux machines. Why? Because I have a fairly large degree of certainty that the updates for these are either going to be beneifial for me, or at worst won't screw me over. For Windows, which has done nothing but show disdain towards it's own users, seeing an update causes me nothing but fustration and anxiety (the same goes for Nvidia drivers too).

Also, add the fact that nearly all of these install their updates in the background, and that their restart is actually just a standard restart that will take no longer than a usual cold boot helps a lot, when compared to Microsofts "applying updates screen" where you never know if you're going to be there 5 minutes or over an hour. It's just a terrible situation every time it occurs when others have shown that it really doesn't need to be.