The fact that antivirus software is ineffective has been the worst-kept secret in the security industry for well over a decade. That fact has now hit the "mainstream media" (see the New York Times article Outmaneuvered at Their Own Game, Antivirus Makers Struggle to Adapt) which hopefully means things will change within the NEXT decade or so.
Unfortunately, one of the article interviewees is quoted as saying “Antivirus helps filter down the problem, but the next big security company will be the one that offers a comprehensive solution.” It's the part after the comma that I have a problem with. Security isn't a destination it's a journey. If we as the security industry are STILL touting, developing, or waiting for silver bullets and RONCO products -"set it and forget it" - then I'm not holding my breath that the next decade is going to be any different.
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I'm busy working on my blog posts. Watch this space!