Just a relatively mild form of internet extortion, to (a) trick you into installing this fake AV software by throwing you a fake "infected" message box; (b) throwing you more infection message after the installation and prompts you to pay up front for the software to "clean" your PC; (c) an "uninstaller" button that does not "uninstall" at all.
Our labs have identified this as a modified form of Virtumundo...and there's always a new, abeit slightly modified version of it coming out every few months just to evade from AV/A-pop up detection from detecting it.
Q.
