Emsisoft: Because it is in the middle ground of every type of user.
If you love tweaks, EAM has something to offer, though not exhaustive.
If you are a gamer, definitely, EAM is a winner, so light and unobtrusive.
If you like online shopping, it has a decent web filter and BB.
If you have an old, low-end system, EAM is the best choice (along with ESET), super light and fast.
If you prefer Parental Controls, among the list, EAM is the only one that doesn't offer it. Super features? Or bloat as others call it? Then, BitDefender. If features only that are needed for security, then Kaspersky is your best choice.
For the average user, those who are not geeky, I will recommend Emsisoft - less notifications, fast, light, and no deep learning curve. Its BB notifications are also so fine-tuned now to be unobtrusive.
An antivirus doesn't make a Windows system 100% secure because the intelligence of the user is fundamental.
The wrong concept of the best antivirus often comes from the faith in a product and from the hope that that product really protects your PC.
Rely on testing and experience, and as you can easily observe, the reality is often different from the common opinions.
The thing is people often look for the strongest one technically and they forget the most important things: "which one i can handle the best?"
Useless to have a Tank if you don't know how to drive it...
An old sage once said: "without control, power means nothing"
I voted others. With Windows 10 Fall Creators Update WD(PUP enabled) + Windows Firewall + UAC+ Norton DNS + Firefox-uBlock Origin combo + sensible browsing offers strong protection for free. 3rd party anti virus softwares these days not only costs money for no major benefits but have considerable potential in messing up with Windows OS integrity and security.