The vast majority of users have no interest in av/am.
They have no interest in understanding how things function.
They know how to turn the machine on/off and click on some icon to do something.
That's why msft has windows defender in w10.

I've used avast free for years, it does not give me any fuss.
There are many shields you can enable.
I use 3.

As for av compare sites the good/better/best seems to change monthly.