In the post, Jono Xia, a former Mozilla employee, claimed that upgrades are often productivity sinkholes. Jono was most critical of updates that alter the user interface. Though these criticisms might sometimes be justified, when they are, it's not because the software is being upgraded, but because the upgrade is not aimed at truly solving problems users have. Sometimes altering the user interface is exactly what is needed.
Having said that, most developers would be quite happy if 75% of their users upgraded. Trying to solve enough problems so that more than 75% of your users will upgrade sounds unrealistic to me.