Reviewers can't rely on users to do what they want the latter to do. At the same time, malware can now show up in what reviewers argue are safe sites and software (especially those with newly discovered vulnerabilities). In several cases, they can even run without user interaction, or stay hidden for a long time, go straight for embedded software, and so on.
Given that, "not as bad," "it's the user's fault," "just practice common sense," "use legit software," etc., no longer cut it.
Meanwhile, more careful analysis is preferred, and that means more expensive testing, which most can't afford to pay for.
Add more protection features, and there may be a performance hit. Let the user decide what to block or allow, and he may end up doing more harm than good. Harden the system and some features may malfunction, with the user trying to figure out what he tweaked and how to undo it. (At that point, the user realizes why the hardening wasn't enabled by default in the first place.)