Why is Verizon forcing the lollipop update on users??

My Note 3 is now nagging me every few minutes to update the software to lollipop. I like the phone the way it is. Yes, I am an example of "customer satisfaction." So why would a phone company attempt to destroy that customer satisfaction by forcing a buggy, problem prone update on my phone and risk losing me as a customer? I don't get it. Obviously this update is of some advantage to the phone company, not me. Why do they want this update on my phone so badly?? What's in it for them? Again, I am a satisfied customer. Doesn't that matter anymore?

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