Apple Pushing iLife '06 on Customers?

Imagine my dismay after getting a fat little pop-up ad for iLife '06 when launching iPhoto today. I really hate it when companies push non-free software updates on their customers. Yes, I know I can just shut up and click the "don't tell me again" button, but it still irks me.

When I uncheck "Check for Software Updates" in my System Preferences -> Software Update, I naively hope that Apple doesn't bother me with software updates. While I'm on this topic, I feel like iTunes bugs me for updates too often as well, even though they are free. Perhaps I need to work in a different operating system today to counter my grouchiness.