KB3035583 came back
Just checked after reading this, and there it was, KB3035583, in the optional updates, ticked again. I had previously uninstalled and hidden that update. Will now be keeping an eye on this daily, and watching out for the Upgrade to Windows 10 "optional" update, cheers Reg.
Somewhat annoyingly, I have just sent a freshly-minted W7 laptop out into the wilds of the in-laws' house, taking care to hide 3035583 first. No doubt the next time I see it, it'll be infested with W10.