In old days it was for Office and .NET updates. - from W10 it's regarding MSStore Apps functionality as Office is C2R (Click2Run) and updates by it self, if you don't turn it off (manually or by cmd).
In Windows Settings under Apps - check Advanced if you keep MSStore and choose how to update Store Apps.
In NTL:
Settings\ Windows Update\ Windows Store - set to Automatic.
Sometimes, theres a note from NTL developer in the bottom of NTL Settings section.
In this case meaning you have to chance it manually after install.