It should be common sense coupled with a little self-responsibility. You would not buy a car without doing research into the model that you wanted. There is terminally endless publicity about firewalls and AVs, so that anyone who wants a computer can easily find out about simple configuration.
I would guess lots of people buy a car/computer after just looking at it. Of course experienced users wouldn't do this, I am thinking about those who are not as aware as others and get no guidance as to setting it up and keeping it safe. I agree there is a lot of publicity re computers but I would suggest that novices have not read it.
I wish i could find my CD of the old forums ! this subject has been raised so many times.
I can just about remember that i had mentiond something about stickers and FE ( china then ) had the idea of a Big Red Sticker placed on the monitor screen of all new machines, warning of the need for AV`s.