I agree with everything you said
@upnorth
For people who like settings and tweaks, I believe that Kaspersky and ESET are ideal products.
I use Kaspersky in default deny mode. Reason? I like to research things here on the Kaspersky forum and community to LEARN (Yes, I said learn, not go around replying without understanding) new things. Also, I've realized that I love reading the documentation (don't ask me why).
But also, I've had times when I'd like something more automatic like Bitdefender, Norton or even F-Secure.
A determining factor also for this is the TIME factor. Why? Because if you want a solution that requires configuration - you'll need time to study what each module does, the importance of each thing in the AV software and the impact it has on the system, test and retest changes to the software. Therefore, all this takes TIME and sometimes we don't have it due to everyday life (work, studies, family etc).
In the end, that's what you said, it all depends on what the person needs