The harsh part is not offering them the tools they need to keep their computer safer. Even well-known websites have been compromised and offered up malware.
As professionals, we tell customers how to better protect themselves in this Internet world full of criminals -- instead of allowing them to go out unprepared so we can make more money from the same thing every month.
That reminds me of the coffee shop owner who had Wi-Fi for her customers. She had some techs install the Wi-Fi. Every month or two she had to call them to come reset the router and reconfigure it. She gave me a crack at it. I found that the particular model of router was well known for losing its settings. The original techs should have sold her a new router or replaced the original one as defective. Now that would be customer service to brag about. I sold her the new router and installed it. End of problems.
So I didn't get $100 every month from her to reconfigure the same bad router, but I did get her recommendation to her customers and picked up more business that way.
-- Patrick B.