Please be informed that AVG is using MS Installer technology, thus the program update process is run by msiexec. The installer technology is not newly introduced with AVG 2013. It was used with AVG 2011 and AVG 2012 before.
The Identity Protection component needs system reboot after a program update to be able to restart properly.
Hope this helps.
I have AVG 2013.0.2793 installed since 5-6 days ago.
On start-up just now it invoked two (2) msiexec processes running at 20-35% of CPU, and after 10 minutes telling me I need to restart my computer for Identity Protection to be functional.
This module was working before start-up just now. Did AVG make any changes? Frankly, why msiexec? every time there is an update, it needs msiexec?