I installed Bullguard last night. This thread is mostly for business analyses, not for the product, but Bullguard ain't bad. The interface is a bit awkward in terms of security history, but the system feels very responsive, F-Secure level, and protection is decent. Not as good as Avast and Trend Micro though. This is the first impression the product made.
It is one of the few products that truly feel premium with no bundlers, ads, not even browser extensions.
Alerts are very clean and straight down to the point.
I am absolutely sure both Avira and Norton can benefit from Bullguard in their family and I am looking forward to what the future will bring.