Is "Windows 7 Driver Optimizer" pop-up a virus or ad malware?

Is "Windows 7 Driver Optimizer" pop-up a virus or ad malware?
Recently appeared as separate instance of Firefox. Offers free download that will make Windows run better.
Google search found half a dozen no-name sites offering free software to remove Windows 7 Driver Optimizer. But are they more of the same?
These sites claim it is ad malware that attaches itself as a browser add-on, which will install itself as program and randomly pop-up with ads nobody wants or needs.
A few minutes later a bogus Verizon FIOS survey appeared, which lead to selling several life-enhancing drugs.
Ran Norton 360. It found NO problems on my computer.
Questions: Is this known ad malware? Can Norton remove it? How?