I used to pay for antivirus software until I realized there were so many free ones available. I won't consider it fraud until they can coax money out of me, which will never happen.
I like to think of antivirus as the door man who checks the list before letting you in. If you're on the list, you won't be let in. A blacklist is ineffective because a sneak might not be on the list. A whitelist is also ineffective because a sneaky person could be mistakenly put on it or maybe they have malicious intentions are not known at the time.
A HIPS is like the bouncer inside. Yeah, the door man let you in, but as soon as you try something stupid, the bouncer will throw you out the door. LOL
But the problem here is that the bouncer has to know what types of behavior to watch out for. The sneak always has new tricks up his sleeve and it's important that if the door man lets him in, the bouncer has to know every trick the sneak has up his sleeve so he won't get fooled.
Second part of the problem is that in order for the bouncer to prevent new unknown problems, he has to be analyzing every behavior of the sneak, not just the behaviors that he knows will result in known problems. How will the bouncer know what to look for, then? He won't! He only knows to look for known behaviors that will result in known problems. He can analyze EVERY SINGLE behavior but until an attack already happens he won't know what behaviors to block.
Thirdly, if a new type of attack happens based on a behavior that didn't alert the bouncer in the first place, the bouncer has failed miserably.
Antivirus industry in general has failed the computer community in that it is not able to collectively protect users as a whole!
What we need then is not separate antivirus vendors competing with each other, providing different
signatures, but a single collection of ALL known malware in existence. That's a start and is the ONLY way antivirus can ever protect the computer community as a whole.