I had the Apple Software Update thing pop up on me the other day, I unchecked the items I didn't want (the iPhone Config Util being one of them), and I went ahead and updated the software that I did want. So how exactly are they "forcing" this one me?
Wait until the Apple Software Update pops up again and you discover that all the items that have even a minor version number change are back — even though you selected "ignore this software" — and not only back, but checked by default again, because, even though you refused to install an enormous new program when it was on version 4.3.2, surely you'll want to install it now that it's 4.3.2.1.
I have several business clients that feel a need for QuickTime. A couple of them even paid for QuickTime Pro. They certainly do not need iTunes. Yet, even though they paid money for the product, it won't stop trying (at least as of the last time I checked this summer) to trick them into installing 120MB of extra software as an "update" over and over. I've already had to uninstall iTunes twice for clients because Apple makes it look like it's a QuickTime-related "update" so important that it starts popping up again after a couple weeks (new version!) even after being ignored. There is no excuse for ASU's resetting the "ignore" flag on uninstalled software except to trojan machines with iTunes and Safari behind the computer tech's back and hope a large portion of users think that's just how their computers work now.
When IE and Windows Media Player were doing these kinds of things in Windows 9x, everyone howled, yet at least Windows Media Player doesn't embed itself in the startup registry where everyday users can't remove it. iTunes does.