This happened to me yesterday. Asus padfone x on 4.4.2. Chrome started updating itself without asking me - I stopped it, but then a couple hours later it started again. I double-checked my "google play" settings, and automatic updates were turned off. Eventually it started again and finished installed itself, to my chagrin. The new Chrome is much more google-integrated, it has animations/eye-candy that work very slow on my device. All the privacy settings got wiped out and replaced with very liberal ones. The "Back" button was removed too! F that... I'm setting my firewall(AFWall+) to block Google Play from now on.
Chrome's forced auto-update feels a lot like a virus. I am now working towards finding an alternative browser and possibly extricating myself from other G-software. It's slightly annoying, but I'm sure a better solution is out there. I'm sorry Google, but this aggression will not stand.
This situation reminds me of the "play store", where "books" and "movies" and "music" were forced upon me when I only came there to search for an app. It caused me to search for a better appstore, and I found it - it's called F-Droid, and it's much more FOSS-friendly.