I think more for those who wouldn't do much tinkering, they just want the AV to protect them without having to tweak it.
Yeah, seems like Avast One is the same as Avira is nowadays, and that's why I know people who moved from Avira to Avast Free Antivirus.
Configurability, being able to control what should be running or not, has always been the biggest advantage of Avast Antivirus over their competitors.
I do understand that Avast One would appeal to those who don't want to think or tinker and simply be protected (honestly, crowds in general these day would gladly allow themselves to be controlled by anyone, trading bits of their freedom just to feel safe, as once the great George Carlin said.)
But I really hope that Avast Free (or Paid) Antivirus, the one that can be configured better, will be still available for those who prefer that. Otherwise that part of userbase would simply move on to another alternatives in the future.
There's no reason to kill other products, after Avast One is out, right?
And it would let Avast keep all their userbase as big as possible, and not lose some to their competitors.
Alternatively, they could at least keep those settings as secret ones, as I found out recently about "geek:area" or "about:config" way to access advanced settings.
If those would be available in Avast One, still letting to configure it better for advanced users, it would be great!