The main reason people get concerned is when they face something unexpected in familiar places.
Like seeing some aswidsagenta.exe in process monitor or flagged by the 3rd party firewall for the first time, when it trying to access internet - yes, some people do use the 3rd party firewalls, and, no, I am not suggesting, advertising 3rd party firewalls.
And the person asked if this aswidsagenta.exe can be disabled or, more specifically, is safe to disable without really compromising the status person had prior to introduction of this new component (or revamping of the old one, whatever the case).
Instead some of you went to lengthy and useless discussions of naming your software components more user-friendly, telling everyone off to go search the forums and press-releases and whatnot - do you really expect the Regular Joe to do all that and read all your blogs, forums, etc. when your software does its work without any problems?
The thing is, what was written two pages later really shows the component that has to do with the question and even after that you still can't contain yourself: "Why are you concerned, it's one of the Avast shields that's keeping you safe". Why not adding ", dummy!" to the end of this phrase to really tell them, what you think?