I for one have blacklisted Norton products and will never use their junk. What really did it for me was when (many years ago). Same with McAfee.
I myself use Windows 10 with Windows Defender (and decent precautions like running adblock in my browser to block ad-delivered malware, not running random crap from random emails etc). Before I upgraded to Windows 10, I used AVG. The 2 problems with AVG were the amount of system resources it took up and the constant nagging to upgrade or trial the "full version". But if I did need something better than just what Windows has, I would probably just go with whichever free option was the least crappy (i.e. the least nagging about upgrading to the full version etc)
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