We've seen ads show up in all sorts of innovative places. I don't think I'll ever forget when I first saw one on the back of a bathroom stall door. And then just recently, I saw one plastered on the seatback tray in front of me on an airplane. I thought eating was one of the sacred moments that no advertiser messes with. Oh well.
Of the many automatic software update services that I've seen, I think this is the first time I've seen the notifier for one of them advertising some other product. For example, not counting the times it has installed stuff you don't want, without your permission (another problem altogether), when a Windows Update pop-up bubble has told me it has updates that need to be installed, I don't think I've ever seen an advertisement to try some other Microsoft product or service. The same goes for some other products I use (or have used) that have auto-update mechanisms. For example, software from Symantec, McAfee, and Mozilla (Firefox). But, as you can see from the image (left) of the bubble that the Java update service surfaced (a bubble that eventually leads here), it looks like the times are a changin'.