The biggest problem with these, is their "affiliates" and marketing methods, and their complete lack of policing as to how the crapware is pushed to the user.
If this company (I'm not currently familiar with them) is properly policing their affiliates, then PUP is more appropriate than malware (personally I consider all adware the same as malware, but that's generally because I've seen very little that uses *only* legit methods to peddle to the user)