AVG is loosing out as its reputation is falling rapidly.
Where did you read/listen that?
Symantec has a very poor answer as usual.
From a security perspective, this Microsoft tool offers reduced defenses at a critical point in the battle against cybercrime. Unique malware and social engineering tricks fly under the radar of traditional signature-based technology alone—which is what is employed by free security tools such as Microsoft's" . It just not only bash MSE as say the other free antivirus hasn't the same level of them. C'mon...

ESET thoughts are ridiculous too.
We would imagine MSE will hold great appeal while making the freeware market more competitive. And not the paid market? C'mon again. Makes no sense just saying the problem will be at the free market or a price competition.
Will AVG sue Microsoft for trust? But it raises a good question: massive use and exploits in a huge database of users. Indeed a problem to think.
Experts agree that the biggest nemesis to Windows was not the vulnerability of its code but rather the popularity of the operating system.
Congratulations Vince:
250 million are using avast! or one of the other high-quality free products. You're seeing the market, not only avast. We're proud to have you as a CEO.