The problem with selling for consumers is simple: it's hard to achieve credibility. On the one hand, anti-virus software , that we all bought, sucked. So we don

The problem with selling for consumers is simple: it's hard to achieve credibility. On the one hand, anti-virus software , that we all bought, sucked. So we don't have much trust in security vendors. On the other, after hearing about the crazy stuff hackers do, like stuxnet or the more trivial daily privacy news, make people think the task is impossible. And even what's possible - it's hard to quantify benefits. Combine that with network effects , the marketing power of free apps and default apps, and the complexity of it all - it's natural that most users don't the time/money to spend on this.