I might have missed some finer points skimming through this, but I agree that there are at least two types of users out there causing the big 'problem'--
Those who choose to remain ignorant and click on any button put in their faces. These people either have no AV at all or they are using the one that came pre-installed on their machine, which is usually Norton's or McAfee.
The 'Free-loaders' who download AVG, Avast!, et al, and hit the torrent sites with a vengeance.
Personally, I have no AV on my computer. I do have CLAMAV running on my firewall, monitoring incoming traffic, and the kids have MSE running on their Windows machines (because, occasionally, they do click on things). I am running a linux-based OS myself, and I generally don't go to questionable sites to begin with.
I like to think I am smart enough to recognize a bad situation when it arises, and I have deleted emails without opening them, even from friends, because the subject line itself is often a giveaway.