Those are fake anti virus programs that are actually virus's themselves. Dont trust anything that isnt big name brand like AVAST, AVG, the other big anti viruses without googling them.'
i think the real question here is why its appearing on your launcher as I usually see these types of things from pop up ads and stuff.
and you have a pretty well hidden virus there mate.
also one of the big give aways is that you have Windows 7 and the virus pop up thing has the Windows XP visual style lol.
The reason as to why it does not get detected, is because the program install itself onto your computer as a legitimate security software when it is in fact not.
I got hit with a similar virus as well, I just reformatted since reinstalling windows 7 only took 3 minutes, and reinstalling my app takes a few hours. I rather no trust system restore when a virus or trojan is involve. if an app messes up duringing installation or uninstallation, then I will use system restore.
Back then, I use to be against windows' UAC, but these days I leave it on because I want to know everything that is happening on my pc. It's abit more work, but the results speaks for itself.