I don't think things get better until software gets better on the net side. People on average will not protect theselves.
That's true -- I fixed virus and spyware-ridden computers in rural NW Missouri on the side at a tremendous price value. The people bringing them in would give me a puzzled look if I asked them if they had a firewall or antivirus program.
I contacted the ISP -- the ONLY one -- and let them know that they should be educating people when they send their technicians out to first hook people up.
Of course, that would probably cut into their service calls. Now that I think about it, they probably didn't care for me too much.
Depending on how you get interfaced, many go right under the firewall.