It's called Windows Platform Binary Table, and lets the firmware provide an EXE for Windows to execute on boot. So even if you install a clean OS, this will run, and there is no mandatory prompt (if it's run through this approach and you see a prompt, then the software that was run was nice enough to ask, it was not Windows asking you to confirm whether that is OK).
When I was in college it was called a hardware rootkit
https://en.wikipedia.org/wiki/Lenovo#Security_and_privacy_in...
Immediately returned the ASUS board and got something else. It sucked to tear apart a computer I just built but I don't trust then hardware in my machine now.
Also, I stopped using MSI when their motherboards weren't properly supporting Piledriver/Steamroller AMD cpus power and thus thermal requirements. At least, on some of the mid-high tier boards. (It said it could handle a 8350. That apparently was a lie.)
Slap some RGB on things that don't need it and charge an extra 50 bucks, easy money