Exactly. Or, in other words, there is no best AV, but there is a "best security protocol, which offers good protection, which does not limit your digital world more than it should, which allows productivity to thrive, which lets you do your job etc", which might include an AV. So what people usually ask is not about the best AV, but about the best security they can get (for their money, time, or both).
People should understand that this has to be tailored for their needs, the best security for me could not be that good for you for completely other reasons (that have nothing to do with security).
There are general guidelines though, like:
- don't open email links and attachments coming from unknown sources or which smell funny (even if coming from known sources)
- pay attention to what you install and how (try to get used to custom installs and avoid express ones)
- be extra careful while browsing social media, many attacks come from these platforms; they are like a crowded shopping malls for airborne viruses that get in the ventilation system
- always update/upgrade your OS/software
- use 2FA wherever possible (literally everywhere), but don't lose your phone, learn how to backup the 2FA software db, don't rely on "i will get my accounts back after i reinstall the software on the new phone"
- use complex passwords
- use common sense and avoid human error as much as possible
- a little bit more advanced: limit stuff in the OS if you don't use them (limit even your user) to harden your system
- time consuming and advanced: know your enemy but keep your friends close too; learn how hackers attack and how malware works, to know how to defend yourself, but also learn how your security products work in your benefit, learn about their features and how these can help you to prevent, mitigate an attack or help you in the aftermath
- use security software that fit your needs; try them, most of them have trial versions
- use MT to ask around when in doubt, there are many good people around here that can help you