Windows Genuine Advantage

The last time my Windows machine downloaded updates, I got this gem:

The Windows Genuine Advantage Notification tool notifies you if your copy of Windows is not genuine. If your system is found to be non-genuine, the tool will help you obtain a licensed copy of Windows.

How stupid does Microsoft really think its customers are? As a software company, they're well within their rights to do what they feel is necessary to stem the tide of piracy, but they're pitching it like they're doing all of us a magnificent favor. They even have a slick website about it. I don't know about you, but I doubt those that are using Windows for free are going to feel the "genuine advantage" vibe.