Not new. Windows Update will by default pull and automatically install drivers and software based on hardware IDs. If you try to uninstall it, it might be "self-healing software" (can't actually uninstall, have to delete services, autostarts and files manually and in the right order) but in any case Windows Update will put it back anyway soon until you disable automatic driver updates completely. GP already mentioned ASUS by name, MSI also does this, their boards install some weird very hard to remove "audio improvement software" or something like that.
Fair enough. I suppose I should have said "new to me".
Also, I stopped using MSI when their motherboards weren't properly supporting Piledriver/Steamroller AMD cpus power and thus thermal requirements. At least, on some of the mid-high tier boards. (It said it could handle a 8350. That apparently was a lie.)
Windows allows the firmware to provide a binary that will be executed on first boot (or maybe every boot? not sure) - ASUS is abusing this feature to make their crapware permanent.