Is anyone else getting this webpage?

[PC]

I'm getting it when I go to a few sites, mlb.com mostly.  If you go to some mlb.com pages, you'll occasionally get this one, I believe as a redirect.  I've searched around and there's almost nothing about it around. 

I'm not sure if it's malware but it bares a very strong resemblance to malwarish pages.  It's a .be domain and that's Belgium. A Belgium site trying to update your flash can't be good.

[DCFan]

Run don't walk away from that website and upgrade it youself here;

http://get.adobe.com/flashplayer/

[PC]

Run don't walk away from that website and upgrade it youself here;

http://get.adobe.com/flashplayer/

The problem with that solution is flash is included as a part of Chrome so the browser where I got this message wouldn't be updated even if I manually updated flash.  It would get updated the next time Chrome updates.  As a matter of fact, I don't think I've ever gotten this redirect in a browser other than Chrome. 

Also, I just checked, my flash version is current.

[DCFan]

The problem with that solution is flash is included as a part of Chrome so the browser where I got this message wouldn't be updated even if I manually updated flash.

It's also included in Windows 8 so ditch the upgrade warning and carry on.

[PC]

I did some more research.  I went to a virtual machine and actually did the "update". It downloads a file called fl_setup.exe.  After it was installed, I didn't notice any difference.  My homepage wasn't changed.  I didn't start getting strange popups.  No toolbars.  No new search engine.  None of the things you expect to get from malware so I couldn't figure out what it actually does.

Then I did a search for fl_setup.exe because there are probably dozens of urls that deliver this file with the bogus Adobe Flash look.  The Belgian one might have just been the one that I got.  Anyway, searching on fl_setup.exe gave me this

http://sdpcfix.com/computer-security/adware-posing-adobe-flash-player-update/