Complete new install with each and every update

Each time I open Topaz Video AI, there is an update. In order to update the software, a complete new install is performed. Is this a technical issue or is there any way to avoid a complete install? This messes the icons and arrangement of icons on my desktop and launch bar. So I have to take additional time to reorient my desktop with each update.

We release updates each Tuesday, typically in the early evening hours.

These updates are called patches and allow us to continue to add new features and fix any reported bugs. When you are prompted to update, you will see a list of what each update contains. The updates should not interfere with where your short cut is, etc as this is just overwriting the build on your machine and is not a clean install.