It's not new. Many software developers/providers often just offer a small downloadable file which, when you run it, then connects to the internet to download the rest of the software.
Nothing new there.
Google, AVG and anothers started a new way to offer software for
downloads in steps: first is made the download of a small file, a set up file, that makes the download of the main file and only then the software is installed and further ready to use. First of all, these firms don't seem to have sensibility , humility and responsibility to notice that they are wasting internet sources and, after that, are getting a lower part in the market than what they could get because tecnicians all over the world will look for another options to make download of softwares for their client's computers, avoiding the use of those above, because they cannot wait and shall not wait for a new download at each installation. This means that those firms above should verify to what extent this can affect them, because it can cost their own economic balance after sometime.