It's simple fact that hardware manufacturers don't know anything about user interface design, or software in general. Any "value-added" software bundled with motherboards is evidence of this. Look at the screenshots in the article -- they look like a child's first adventures with Visual Basic, cramming in flame decals and lens flairs in every unused inch. Sure, it looks good for marketing, but ask yourself this:
Do I want to be interpreting gradient icons across two cultural barriers, at 3 AM, to figure out why a production system isn't recognizing a new RAID controller?
Furthermore, I am baffled as to why MSI would think a "user-friendly" BIOS replacement is needed. There is no reason for end users to be digging around in the BIOS. If somebody who can't figure out keyboard navigation has accidentally stumbled into the BIOS, the only command they need to know is "reboot".