That's it, and they're all going for it now, trying to offer "complete" protection, especially since most users are used to the idea that they only need "antivirus" to protect their computer from "viruses", which to them is all forms of malware
and hackers. Users don't understand the distinction between adware and a virus or spyware and a virus or a rogue and a virus and don't understand why their av lets them down and why the person cleaning their computer is having them download MBAM and recommending they install a firewall

. The av companies want that money going to them so they integrate it all and claim it's "complete" to grab $90 of the user's money instead of just $40, but
THEY STILL FAIL, and that's where the rub comes in. These users look for complete protection in 1 product, not realizing what goes into researching and effectively stopping every single threat, not just by type, but also by variant. It's an impossible battle and expecting any single group to be able to do it is a pipe dream. That's why I still always recommend a layered approach to security because KAV's Tae Kwon Do is pretty good, but MBAM's Kung Fu is effective in it's own right

.