Pretty sure Sun was doing Ask Toolbars with Java installs [1]. And Ask Toolbars are not malware, they're not even adware. They don't compromise your computer. The shady thing it does is change your default search engine to an Ask.com search result that has more, and less noticeable ads. That's a pretty shitty thing, not user friendly, but it's not "malware" and it's not "adware." I worked on the Ask Toolbar and there was no tracking information other than your general non-personally identifiable stats gathering like one would use on a website with Google Analytics.
Changing the default search engine in a user's browser when they did not consciously ask for it counts as malicious data corruption in my book. Can you even begin to imagine how much damage and confusion that causes for "old people"?
[1] http://www.quora.com/Java-programming-language/Why-does-Java...