Well, the thing about MBAM is: - It has no potential rival. - Marketing wordings which makes people think an anti-virus and an anti-malware are different, and they think they need both. - It is very effective in detecting and removing PUPs and rogues, which from what I've seen, is what the common case of today's infections. People are not getting infected with worms anymore these days. Now about the AV, the problem with that is pure blacklisting method is way too inefficient, while OTOH we scare people off with the stories of magical infections. Of course the vendors will add something more to their products, that's normal if you view it from a business point-of-view. What differs this condition is the stuff they add: - An anti-executable component in an AV is fine. - A sandbox component in an AV is fine. - A registry cleaner in an AV is NOT fine. And speaking of registry cleaners/PC optimizer features in some AVs, I sincerely don't understand the point of adding those features in the party. Common folks won't be using it, but aren't their products mainly aimed towards common folks? Not to mention that it has nothing to do with proactive protection of ITW malware to begin with.