Hi Tech,
Well reality is a strange animal. Depends how you look at the issue. What is full protection, it is non-existent in this world, best protection you can get is when you know how to protect yourself decently. What is the best way to do that? - using layered protection. Some rather have avast free than TrendMicro's paid version. If you know how to bastle a combination of layered protection as I sketched above, who needs the paid all-in-one bloatware av solutions. Well those that click after abything that is clickable, have no notice of what Internet security is about, rely fully on an automated process of paid protection solutions to do that for them, and what will be the end result they will remain vulnerable as hell, because they do not know what to do with the applications, do not know what to do with the settings, do not know about what threats they are up against, etc. etc. So they pay and get fooled. This makes it a complete different discussion. AV-protection has to be educated and users have to grow into the habit and then it does not cost much to be nearly fully protected....
When I have been to this forum here, did a couple of malware cleaning routines myself, have read an awful lot from security savvy people how to protect I can make a complete full layered anti-malware protection and that won't cost me a Eurocent. I experienced what Norton brought me when they launched the wrong certifications to go with their scanning, it was a complete disaster and enough for people to never want to use the Symantec product(s) again. McAfee will block everything the admin sees as undesirable and therefore can be rather user-unfriendly, so I am completely protected with my combination of free programs and free tools: a free firewall, avast free, the free version of MBAM or SAS (or both as on-demands), SpywareBlaster, Windows Defender, in-browser security extensions, the only suspicious things I saw in recent years were some ad-tracking cookies, and those I cleanse at closing the computer with some Cleansing Programs, by the way these are also free,
polonus