It is an update which is "locked in" and cannot be removed. I think it was forced upon Microsoft by the EU Commission to offer this choice. I don't have MS Updates set to Automatic - they download but I choose what to install - having read about it I chose not to install it. Maybe you could do a "system restore" and then reinstall any that may have been removed during that process.
From what I have seen it gets installed as a "Run Once" option in the registry so if you allow it to load and go through the process but change nothing then close it out it should appear no more at startup
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