Yes, they are intentionally fear mongering, just read most of their examples. It’s like reading tabloids.
What is malware? Is that browser toolbar your aunt has on ther internet explorer Malware? Probably yes.
Is a "Cleaner" Program that does effectively nothing except Phone home Malware? Probably Yes.
Is a software that does similar things behind your back without your knowledge, but that has some useful parts to it Malware? Maybe Yes?