Interesting tidbit from Ars Technica:
Setup in Lollipop is also taking on the responsibility of pre-installed carrier apps (aka crapware) with a new feature called "Play Auto Install." Rather than permanently storing carrier apps on the system partition, which currently is the only way to have apps persist across device wipes, Play Auto Install will download carrier apps during the setup process. This will put them in the data partition and allow them to be completely uninstalled by users. The download process then allows carriers to change the apps they would like to preload on a device without having to issue a system update. Pre-installed apps on carrier-controlled devices are never going to go away, but with Play Auto Install, Google is giving both sides more options. Everyone wins