Have you noticed that when Windows 10 came out and, with it, more capable Defender, every single AV company started adding more and more paid crap into their AV software? VPN, cleaner, software updater, driver updater, totally secure web browser and such, why do you think that happened?
Ever since Microsoft made Defender a competing product they all knew sooner or later, they won't be able to live of antivirus product forever. This is why all of those "advanced security" modules require payment. They have to keep their users no matter what so what they did was bundle crap into their beloved antivirus software and started charging for it, all in the name of security. This is what ultimately keeps them alive, but as Defender's marketshare grows more and more each year, they'll have to find another cow to milk.
Now you probably think I'm wrong, let me ask this—do you remember antivirus apps for Android back in 2011/2012? The antivirus apps were just scanners with option to locate a lost phone; nothing else.
Open any antivirus app today... what do you see? The antivirus of antivirus app being just 1%. Now these apps are VPN, cleaner, app locker, permission manager, network speed test, password manager and billion other things.
Do you know what happened how we came here? Simple... Google released Play Protect, a antivirus built into Google Play. And in order for people to keep their crappy apps installed, they had to do something which is bundle bunch of crap into the app and begging users to buy it. It's like I saw this happening somewhere, sometime... oh yeah, on Windows!