It is indeed there...I don't know why it didn't show up for him.
I agree installing via Windows Update is absolutely atrocious. Not only does it lack any description (other than '970 update' in my case), my display straight-up black-screened and never came back, even after letting it sit for close to an hour (in case of other windows updates) and cycling the power on it. I had to hard reboot.
I also didn't realize it didn't install Physx....what a joke.
GFE exists for a reason, and IMHO, works a lot better than I ever expected it to (for people in tiers above casual). For instance, it understands when you install a driver more recent than it has available not to pull the older driver and/or reinstall it. Hopefully nvidia will continue to support updates in that manner, and one can hope MS quickly gives both more information on drivers in their update description, as well as options for what it does and does not install via update. I hope they quickly reverse their new update policy, as there are countless issues with it beyond just this. What happens next time they release an update that completely borks a good chunk of systems? How will people avoid it?
It's such a ridiculous policy and forced ideal. What's next...always-online DRM?
(Oh...wait.)
I feel as if through their massive policy blunders (and obvious financial/PR losses because of it) they have learned nothing about both what many users will and will not accept 'for their own good/convenience' as well what software is not is currently best able to update in that regard...I find that kind of amazing. This is one of those circumstances (as was the xbox) where I feel as if it would have had a great chance of succeeding in the long-run if used as default, but there was still an option to turn it off. It would keep more casual users updated/protected for the most part, while expounding it's virtues for those unimpressed; giving companies like amd/nvidia, as well as more intricate users, time to adapt.