Yeah. Kinda sad really. My biggest problem with this the simple fact that a BIOS has a purpose in life. It's there to make your computer work. As it is, most are instable as updates are pumped out the door at record paces. Now, they want to push you with a marketing campaign that's NOT uninstallable. In addition, your system performance will drop anywhere from 10% to 35% on a PhoenixNet PC. That's the problem trying to run a program from slow ass ROm in a modern PC...
I also wonder if that's all they are doing with this. I mean, as it is they are selling your information. They say so blatently. But is that all they are selling or disclosing? What about monitoring you? Hmmm. Sounds rather radical really but it does get one wondering.