In a bid to push its new suite of integrated applications and tools, Microsoft is planning its initial deployment of Internet Explorer 7.0 via Microsoft's Automatic Updates Service.

So as to not cause another WGA (Windows Genuine Advantage) debacle, whereby downloaded 'Automatic Updates' were functioning beyond the expected scope of users ('dialing' back to Microsoft Servers automatically); IE 7.0 will be designated as a High Priority download, but users will be able to opt-out of downloading the product.

While the opt-out option is certainly a nod to user choice advocates, distribution of IE 7.0 at all via the Automatic Updates channel is in question. Automatic Updates should remain a primary channel for security updates only.

Distribution of a product should be initiated through a product distribution channel, either through standard retail or Microsoft's Download Center.

Of course from a business standpoint, this is a very logical move for Microsoft, taking a play from classic marketing textbooks. Have customers 'opt-out' rather than 'opt-in'. That way, by default you are capturing market share, and only by effort of the end user are you losing market share.

With alternative OS options emerging in lieu of the upcoming Windows Vista (ie. consumer and commercial flavored linux releases) and market penetration of the Macintosh platform, it is imperative that Microsoft hook users onto individual Microsoft applications which through integration with other MS products will synergistically push the Microsoft platform.

In the standalone browser market, IE 7.0 will launch before Firefox 2.0, though Opera 9.0 has launched and has gathered a relatively small but loyal following.