@Raiden Sure, some are willing to learn, but a lot aren't, even if they get infected. If they get infected, they consider that they need to be more careful and educate themselves about security, they think that the antivirus they are using is garbage and they need a better antivirus. Part of the problem is that a lot of money is spent on advertising antivirus software, but not so much on education about safe computing practices.
The following is a good example of people's attitude towards security. A number of years ago, a friend of mine was sent a virus on MSN Messenger. He opened the infected file and of course, the result was that his computer got infected. His response was that surely there must be a better antivirus he could use, that would protect against all viruses. He didn't consider that if he had not opened the file, sent from some random person who was not one of contacts on Messenger, he would not have got infected.
Agreed. The idea that getting infected is the result of a bad product isn’t limited to “average users”. It’s not an uncommon statement from people even in these forums when expressing displeasure with a product. As @Raiden said “Your habits are everything”, and I agree. Most people just don’t change till their bad habits catch up with them. This is why I keep my browsing habits fairly vanilla, also maybe I’m a boring person.