The future of malware lies in convincing people that they want it. If you stop and think about how scams work and how they must get some bites, the task of prevention is pretty hopeless.
The good news is that most of this malware vectoring is, to use a word, retail as opposed to wholesale. The process of getting individuals to infect their own machines is far less efficient than what can happen in the Windows world where machines can infect other machines without human interaction or awareness.