some people occasionally ask me which is the best [antivirus].
We're in the same boat. My advice has crystallized to something like: "The best antivirus is any program/brand you can understand. The most important safety component is between the keyboard and the back rest."
That said, I heavily dislike All-in-One monsters like Norton360, nagging about everything as "critical". Cookies don't for the most part spy and backups aren't crucial if you only use browser based services such as banking or tubing. If a customer likes some brand, I'd recommend him to get the simplest version of that one, doing only the antivirus thing. For home users, the free versions may counteract their job as advertising the paid programs, because in their simplicity they suit best for the computer illiterate.