Based on the text of the article:
> Over time, those notification and opt-in screens were “optimized” away as much as possible. They already “agreed” to our 23 page EULA when they were trying to install Paint.NET but accidentally clicked the wrong download button anyway, right?
I'd say that what he's talking about is those sites that offer software for download, and the download button is displayed under an advertisement which also shows an image of a download button. If you click on the ad (showing an image of a download button), you get the malware, instead of the Paint.NET installer that you were trying to download.