I really wish we had the ability to control when an update is applied. Today I was rushing to get my computer open to work with a client on the phone and was stuck waiting for an update that interfered with my startup.
A simple, "Notify Me when an Update is Available," option, with an option to "Automatically Apply the Update," (should the user want that option) would give users enough control that you wouldn't be interfering with peoples' workflow.
This is not the first time this has happened. Even Windows in it's glorious brokenness allows you to control when updates occur. I keep everything up-to-date and always install the latest drivers, on my own...I don't need NZXT forcing an update at an inconvenient time.