@Xavier I'm aware of the domain name (totadblock). Regardless, it is owned by TotalAdBlock; this isn't just their competitors, malware authors peddling a fake version, or rouge affiliates.
The company behind TotalAdBlock - Protected net (aka #TotalAV, aka #PCProtect, aka #scanguard) - is notorious for this type of scam ad; they use the same tactics for all their products.
Someone at Mozilla even tried to go after them for pretending their extension was a Firefox update, but nothing ever came of it.