Does it really matter where it comes from, when there is very little that any AV user can do - I’m of the school of thought, why worry about things outside your control, it will give you a headache.

It isn’t beyond the realms of first give the end user a headache and then sell him the aspirin.

We already have many tools available to the end user (anti-exploit, anti-this that and the other), to have a competent multi layer defence. Unfortunately for the majority of end users they just don’t know about this sort of stuff and live in blissful ignorance.

So if all else fails have a robust backup and recovery strategy. As they say, if you fail to plan, then you plan to fail.