Consumer level security always has to contend with the lowest common denominator. As my 80 year-old mother‘s technical support team I can testify that she will download and install anything she sees on Facebook. The consumer security world has to protect us from people like her. It’s also the reason I will only allow her iOS devices.
Maybe people like her should just, uh, not use technology? Or not do it as much? The fact that the society so heavily pushes everyone — regardless of their technical literacy and willingness to learn — to use internet-connected devices is also a huge part of the problem.