I haven't assumed that you have said that. Do you think an average home user should run AV?
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Windows (also Linux desktop env crap) is at the absolute opposite end of this spectrum: UI for exec is indistinguishable from document view/open to a non-expert user.
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Powershell, macros etc. also are exceptions to "untrusted executable" and are a big risk.
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MS has fetishized blurring of data/code since at least Windows 3.0 days (OLE/DDE/Word macros/etc.) and this is the non-surprising result.
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It is going to take a lot to shift a business to any other OS or model now though. Suspect virtualization and isolation are only way forward long term.
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Sure, and whitelisting can make this seamless for the vast majority of cases even on Windows. Pre-populated list of trusted authenticode vendors and software, only need roadblocks if not on the list.
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I'm skeptical that whitelists are even needed. Vast majority of sw does not need to run with root/admin or even user permissions, just access to its own files & ones you explicitly open in it.
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That would still require users to verify trusted executables, otherwise a malicious office suite (for example) could access all documents you create.
End of conversation
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