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Aeallison, I completely sympathise and I'm afraid to say you'll probably never win with users. It's probably been touched on elsewhere in the forum, so I'll only mention it briefly. The mydoom "disaster" as reported by the press. Well I'm sorry but from what I understand you can only get infected from p2p and opening email attachments....it leaves me speechless.
I'd be happy to let users to wallow...but for the fact that their pc's are probably being used as proxies. Talk about lose/lose.
I also publish a monthly newsletter to further try to educate my users. I send it to my users in .pdf format as an attachment in an email, in this newsletter I cover, in detail, tools such as AVG antivirus, Ad-Aware, Mailwasher, etc... All free stuff so they won't complain about hidden costs or whatever they might fabricate in their minds. I provide links to these tools in the articles I write to explain what they are and how to install and use them. On the last page of each issue I provide a list of every tool, along with their links that they can click and visit. I have been under the assumption that this might lower my complaints of slow surfing, unstable connections, etc...