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.
But...
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.