I would say it started with Chrome and Gmail

Chrome was the first major piece of software to incorporate automatic background installation of software updates without explicit user assent in 2008. Now, it's everywhere. I think this was an underappreciated event in the history of software freedom.

	▲	SoftTalker a day ago \| parent [-]
		And Chrome and Gmail were genuinely better than what we had previously. Though they are good candidates for the trojan horse that got us to accept SaaS and constantly self-updating software that we don't pay for and don't own.