Fake antivirus programs showing false alerts of different malware types is unfortunately quite common sight nowadays. Live PC Care named rogue AV differs from other similar ones by having support function included. Yellow "online support" -button in the program launches live online support chat session with a live "support agent". The purpose of this is to alleviate doubt and to convince unaware user to purchase the product.
The whole story can be read from Symantec's Blog.
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