They're supporting the devices in their motherboard at OS level without the user having to go to support page and download themselves.
The only problem is that it's engraved in system folder without user confirmation. If the files stayed off in external device (removable drive), there would be less concerns. Maybe let user press update button on the motherboard to execute this update...rather than automatically installing the update software on system hard drive. And this armory software should be completely optional.