InfoSec is ~$127B industry, yet there’s no price tags on any vendor website. For some reason it’s easier to find out what a private plane costs than a ‘next-gen’ security product. Oh yah, and let’s not forget the lack of warranties.
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Not sure I agree with the analogy here. A laptop doesn’t have the burden of possibly having the detect a specific type of malware, etc in an uncertain future. It’s a “canned” product that works reliably. question: how would someone provide assurance of infallibility for an AV?
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There's not many industries that argue meeting the claims they make to consumers is too much of a burden for them.
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In the UK there is also an expectation that an expensive or premium price product will last longer than a standard or inexpensive one. The warranties offered by the manufacturer can be judged to be too short in court

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Maybe I'm just tired; we agree more than it appears. It's in large part how these things are marketed.
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