Of course, but I was talking about the incentives of an average user, which I'm not sure care about security as much as we do.
Just to make what I'm saying more concrete: most people in my home town in Sicily think it's perfectly OK to bring their phones and laptops to some random guy owning a tech-assistance shop and tell him their Facebook/Email passwords straight away so he can reinstall stuff and save their login for them. Do you think they care about upgrading because of "improved security"? I'm not sure they even understand what a security issue is...
I think there's an obvious and more general question here to be answered: if a piece of software is good enough, namely, it "disappears" when you are trying to do your job, then why bother to change it?
Yes, the new version might enable a more efficient workflow, or might be faster to boot-up.
But people hate changes and you need to invest considerable time in upgrading a piece of software (the upgrade itself + learning to navigate the new system + solving whatever goes wrong during the process). And that this is not just limited to "novices": I've heard wonderful things about Arch Linux, but my Ubuntu system works well enough and I've been using it for forever, so the incentives are pretty low and the time to be invested pretty high.
As you know, the italian train system can be divided in two layers: "Le Frecce", fast trains that only stop in important cities and "Regionali", (relatively) slow trains that stop even in tiny towns. The former are fast, pleasant and reasonably priced (especially the Freccia Rossa, the fastest trains in Europe IIRC); while the latter are extremely cheap thanks to state subsides but the experience offered is awful: perpetually delayed, dirty and overcrowded.
People usually complain about the "Regionali", also because they are used on daily basis by commuters.
This was a very interesting read, thanks for sharing it with us. As an italian, however, I've to say that wolf-calls here are definitely perceived as very rude and as a thing of the past.