Although listed as a Win Update (under Knowledge Base 3035583), MS admits that it is a new program that:-
This update enables additional capabilities for Windows Update notifications when new updates are available to the user. It applies to a computer that is running Windows 8.1 or Windows 7 Service Pack 1 (SP1).
However MS does NOT:-
* Explain what it does & what "additional" capabilities it has.
* Explain why it needs to require regular access to the Internet (over & above the normal Update checking)
* Explain why they sent it out as an Update, when it clearly is NOT!
MS Knowledge Base Link