I agree that issues that get mainstream media coverage do raise awareness, and may spur some to take actions they would otherwise take; however, you have totally ignored the "boy who cried wolf" effect. When C level people get wind of these things from the "mass media" and the threat doesn't turn out to be what was reported, it jeopardizes the credibility of all security professionals. In my opinion, conficker.c wasn't going to be close to what the 'mass media' was reporting, at least not on April 1.

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