What is Browser cleanup

Keep getting this avast popup telling me to click for a browser cleanup. That my installed browers have a poor reputation. But I am using only IE11 and Chrome. And that is the only ones it shows.
Is this just more spam from avast that will redirect you to some other cleanup software.
It wants to change my homepage and search provider to Bing or Yahoo.

Also what is this new Grimefighter. Some other paid advertisement?

Thanks

https://forum.avast.com/index.php?board=54.0

http://blog.avast.com/tag/avast-browser-cleanup/
http://www.avast.com/grimefighter