Agree with DavidR there fully. The unaware will eat any argument, that is why it is so hard to counter such unethical positioning.
How can you tell a user without any reference frame (and most alas come that way) what is good and what is bogus? He/she/it could easily fall fo bogus presented in a clever marketing way, because he/she/it hasn't the ability to discern between the good, the bad and the ugly. We can after being here for over a decade and experienced the ups and downs of Avast AV all the time, but the average Jack and Jill?
polonus