This is the most authentic argument I have read so far on this subject. People do not care about vendors. People care about how they feel. For everything else going beyond the "You are safe!" popup (try to explain "DLL injection?" to your Granny! Okay, "blocking updates" she might understand) a user needs a far deeper understanding of what goes on under the hood of the OS, or practically any software based on said OS. "Uninstall AV software" does not make people feel safer, now that the narrative of "AV is making the Internet safer" is practically standard.