Frankly, viruses / malware have become my least favorite part of this business. Used to be that the core of my business was on improving clients' experiences through this or that upgrade / install. Now, most of my interactions with home users consists of simply getting them back to where they were pre-infection. And, more and more often, they have no idea where they got infected ... there are just so many points of vulnerability these days. Its really ugly out there, and I get less and less satisfaction from working in this industry as things progress.
No offense intended to anyone here, but the ones that really boil me are those that say protection isn't necessary (I don't run anything). In our connected world, you're no longer just victimizing yourself - you're putting everyone else at risk.