^ That is pretty much what I meant, getting the balance right. I see nothing wrong with AVAST telling you at boot via a tray icon message that everything is up to date, working and, if they must, include some sort of discrete promotional content for things like CCleaner, the full AVAST version or even third party 'partners' at the same time. That would be an acceptable extension of what it did/does anyway.
But once booted AVAST should shut the hell up and do its job quietly, effectively, reliably so you can forget it is even there but know it is still providing good protection. No unnecessary pop-ups, a good GUI with as much opt in user control over everything as possible and everyone is happy. Yay!