The problem is the average user doesn't know what makes a quality antivirus product and they also don't want to pay a high price for one. As a result antivirus

The problem is the average user doesn't know what makes a quality antivirus product and they also don't want to pay a high price for one. As a result antivirus manufacturers are incentivised to produce a cheap product which only needs to tick all the same boxes of their competitors in product comparison tables, even if features don't actually improve security. Producing a high quality product is far more expensive and may result in fewer customers due to the previous point.