Windows runs crapware like no other
I don't understand the argument that all OSes are vulnerable to trojans. That's like saying all cars are vulnerable to breaking down. IT COMPLETELY MISSES THE POINT. Some breakdown more than others.
When it comes to malware, Windows leads by a mile! The sophistication, usability and feature-richness is unmatched by any other platform.
I can understand the argument re: market share. However, I think both market share, and easy of r00ting are both at play. Linux/Mac are a more difficult nut to crack. If you were a hacker, go for the easy work/maximum return combination. Why make life difficult for yourself?
May be just my experience, but all my Mac/Buntu using relatives don't have a problem with malware. It's only the Windows users that keep coming to me for help in cleaning out their infested PCs.
As for believing "users shouldn't believe pop-ups", are you serious? As soon as you start a new windows machine you are conditioned to accept pop-ups for all kinds of crapware AV/CD_Writing/InternetAccess/SupplierSupport.
Let's face it, if you value your privacy/security you shouldn't use Windows. Period.
Doing so is akin to sending your kids to a catholic monastry for a good educasion!