It might not be their JOB "although you might want to actually look at the law(s) before you say that" but it is their business. Failing to "manage" your "business" usually ends up in "regulation" and or loosing your job.
Perhaps what would be best is for an ISP to initially offer a "Secure Domain" where traffic in and out as well as the users system are state-fully scanned. Users are warned not to open Quarantined "Known-Infected" pages or e-mail. If they do they use up credits toward a limit which gets them sent back to the "Unsecured Domain".
Finally "People change their behavior because they want something". If they do not receive any personal value from the "Secure Domain" they will not use it!
It's voluntary, proportional and already deployed as an effective technology by many corporate IT departments.
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