Certain malware, including the Conficker worm, have started making use of the capabilities of AutoRun to provide a seemingly benign task to people – which masquerades as a Trojan Horse to get malware onto the computer. The malware then infects future devices plugged into that computer with the same Trojan Horse. For further information about Conficker please visit
http://www.microsoft.com/protect/computer/viruses/worms/conficker.mspx

In the following example for a USB flash drive that has photos, malware registers as the benign task of “Open folders to view files.” If you select the first “Open folders to view files” (circled in red), you would be running malware. However, if you select the second task (circled in green), you would be safe running the Windows task. More at; http://blogs.msdn.com/e7/archive/2009/04/27/improvements-to-autoplay.aspx