I chime in Tech's suggestion of opening a board for this anticipated product.
I wrote I like configuring PWF but, strictly speaking, I like PWFs which allow me to configure them in details. I think this is one of the tendency you can expect from a product such as Avast! anti-virus. Vlk asked of the definition of "ease of use", which can taken as beginner-friendly as some people mentioned above. This will suffice in dividing the interface into simple and advanced mode. However, the phrase can be said about saving some routine tasks for more experienced users as well. I'll write down some "ease of use" features I'd like to see in a PWF.
1. I'd like PFWs to remember some common sets of rules and a list of a certain addresses I use frequently. For example, I made my own HTTP connection rule set for Jetico, named as HTTP rule and categorized it under some rules for web based apps, which also were combined into a few applications such as alternative web browsers, downloader, an RSS reader and updater. I short, I'd like to build a certain set of connection rules, which makes parts for application rules. Shame that Jetico didn't have the same future for some IP addresses such as my router, mail servers and update servers since I'd like to see such feature. Related with this, I'd like to see copy and paste functions for rules sets so that I can easily make rules from lists on more common formats.
2. To save the users from the initial bombardments of pop-ups, a streamlined way to build rules from pop-ups would be nice. Some firewalls tend not to allow users to configure rules before they reply to the pop ups. However, like I wrote in #1, some application rules and addresses may be already in the old rules and only need to be modified a little rather than making it from a ground following the same routine procedures trough pop-ups.
3. For ease of use, I like my PFW ask only once to use the same rule sets when the application in question is updated. There should be finger printing for each app but I don't like to do the same thing for each update when I am sure of what I am doing.
4. Intuitive interfaces, which I don't think need more explanation. However, it seems to be really tough to clean up interfaces and quite may PWF interfaces force user to explore a bit when they try to get more control on them.
5. Personally, I started from old Kerio and there was no advanced or simple mode. Recently I find quite many users who use simple mode tend to stay in that way for few years. I'd like to see a PFW, which is beginner friendly but, at the same time, can give information for its users to learn about their environment if they like to learn more, which will build a bridge between simple and advanced mode. Also, the users may begin to appreciate the quality of the product after getting some experiences.
6. Integrity with Avast! Anti-virus Web Provider and Internet Mail Provider. Especially about Internet Mail Provider, I see quite a lot of regular questions related with SSL connections. Is Avast! PFW will provide the users with solutions, which doesn't require stunnel or some open SSL tweaks to already existing local spam mail filters such as K9 and POPFile?
7. I guess I am being very demanding with above suggestions but this is probably the toughest, which is already mentioned equivocally in some of above posts: For beginners who don't care or are not willing to learn how things work but want protection, I'd like to see some out-of-box easy mode. In fact, someone behind our router at home tends to click on "yes" to "get rid of annoying pop-ups," which efficiently discourages me to install any PFW. I set packet rules from/to his computer most strict and let his ISP mail go through gmail, which is more convenient than building our own mail filtering server if not good for his privacy, in order to secure his computer. Is the upcoming Avast! PFW idiot-proof user-friendly enough for me to finally let him use his own personal firewall?