@Mike Moyle
No, no, no. When did I mention Mac owning Reg commentators? I said people *I* know, not people I don't. I even qualified this with the statement "Every Mac owner I've ever met,". However, contrary to your comment there still appears to be quite a few Mac owners, even here on ElReg no less, that have the belief that the Mac is imbued with some miraculous god-given power of impenetrable self preservation. It's not these (Reg reading, knowledgeable?) users we have to be particularly worried about its the common-or-garden users being allured by the shiny "cool" factor of the Apple brand. Users that are being handed down the invulnerable attitude, users that will refuse to give AV a second thought... until its too late.
Still, the lure of writing malicious software for Macs will not solely be the machines themselves, it will be the attitudes of those machines owners. Even having AV software will only get you so far, how exactly does it prevent social engineering based attacks when (certainly many) owners have been led to believe they can click on anything with impunity? Without proper preventative measures AND early education it is these users that will find themselves in a far worse situation than their PC owning counterparts. Apple themselves are even permeating the air of invulnerable superiority... Compare how many Apple geniuses will extol the virtues of AV software with those in the PC world? (not *the* "PC World", they'll just try to flog you Norton... then try to sell you more RAM or a bigger HDD because your PC has just suddenly ground to a halt!) Well, if they do I've never met one.
Personally, I don't actually see any smug-ness coming from the other direction, I see, having learnt the hard way, words of caution. Instead of listening to the voices of experience Mac owners, being highly disdainful of anything a PC owner has to say (about their chosen religion), see this as some kind of personal attack upon their machines.
Where's the "Failed Fail" icon?