Last month, Apple pushed Safari 3.1 out to Windows users via an iTunes update with ambiguous language and installation options. The response was not pretty. Like many other users, I was bothered by the practice (and made it clear during that week's talkcast) and hoped Apple would do a better job to differentiate between updates and new or additional software in the future.
Well, it appears that Apple has listened to the feedback an adjusted the way Software Update notifies Windows users or new software. Now, instead of just showing optional software in the same column as updates, Apple has added a seconded column labeled "New Software" (see below).
The updated Apple Software Update Screen