The problem (as reported) seems to be that it pops up without warning,
but doesn't identify itself as a part of the Ubuntu system.  To anyone
who's used to annoying or harmful Windows or Web pop-ups, it looks like
another one of those, trying to scam the user into something.  "Upgrade
the system for important security updates" -- right!

How can the program clearly indicate that it isn't malware?  (In a way
that real malware would find hard to replicate.)

Perhaps it shouldn't do unprovoked pop-ups at all?  Merely putting
something in the panel (and in a notification that shows up
periodically?) that shows how many packages can be upgraded (and the
maximum severity of the issues that provoked the updates) might be a
good fix.  If the user clicks on the panel item, THEN they would get a
window popping up -- when they expect to see one.

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https://bugs.launchpad.net/bugs/510212

Title:
  update-manager: no branding.  Is it legit?

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