This is indeed what is happening behind the scenes. By default Windows Update will automatically download and install support packages for pretty much any device Windows can identify through manufacturer/device IDs, which includes PCIe and USB devices but also monitors. This is most commonly used to deliver drivers but Microsoft allows these packages to silently install any user-facing application as well, presumably due to peripherals such as GPUs or audio chipsets often requiring "control panels" or similar companion apps.
Around a month ago LG took advantage of this feature by publishing a Windows "driver" for all their TVs and monitors that consisted entirely of payola bloatware, resulting in predictable backlash [1] and the obligatory subsequent HN discussion [2]. None of this has anything to do with the TVs themselves being connected to the internet or not.
Around a month ago LG took advantage of this feature by publishing a Windows "driver" for all their TVs and monitors that consisted entirely of payola bloatware, resulting in predictable backlash [1] and the obligatory subsequent HN discussion [2]. None of this has anything to do with the TVs themselves being connected to the internet or not.
[1] https://youtube.com/watch?v=Q9uefFYe6bM
[2] https://news.ycombinator.com/item?id=48956688