I'd have to say that it is "like installing Ubuntu". Maybe kids that want to look all 1337 H4x0R5 make it sound like more than it is (eg. "like installing a pirated copy of Photoshop"). But what you are essentially doing is 'unlocking your phone'. What would be equal to "installing a pirated copy of Photoshop" would be to download and install (illegally) an apk of a non-free (as in beer) program.