I see that Malwarebytes calls this malware and from browsing the comments, everyone here seems to agree.

What makes this malware while other pre-installed adware from other companies is just "built-in"ads?

Why does Google or Amazon get to "use ads to subsisidize their devices" while this company is using "pre-installed malware"?

Does this "malware" exfiltrate personal data in violation of a the privacy policy? What does it do (besides annoy the user and show ads) that is malicious?

Modern proprietary operating systems come with non-removable adware. That is the world we live in. I don't like. I don't use these operating systems. But they all do it.