This report from imperva on the effectiveness of anti-virus software has unleashed a lot of backlash from the anti-virus community. They say it was flawed and not scientific. That is was biased. (That is called Marketing)
That may be true but I would argue that it was a real world example of how customers deal with malware infections. Customers are overwhelmed and inundated with the flood of malware. If they submit the file to a site like Virus Total and it is not detected then your product failed! Right or wrong, it failed! Perception=Reality.
What we need to do is change the perception of many companies that anti-virus software is all they need.
Here is a link to the report.