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Quicken needs you to enter your quicken.com user name and password. WHY?

Quicken 2012 has added a "feature" that forces uploading my symbols to quicken.com .. I can't turn it off. I don't want to use quicken.com but each time I start Quicken and ask for an update from financial institutions etc. I see this message:
       Quicken needs you to enter your quicken.com user name and password. Would you like to do that now?
I reply NO .. (there is no HELL NO button) (sorry, but I'm getting a bit tired of this message.

WHAT IS GOING ON? WHY does this message keep popping up?