Let's be real.
The five buttons you have to click, each saying 'I acknowledge that this software may set my computer on fire' before you can even run an installer on windows has really cut down on program installation by the unwashed masses- in short, I think you are wrong.
If the security warnings are discouraging people from installing new software, they would equally discourage Chrome and Safari installation. So this is not an issue.
When it comes to web users, I lean towards them being "naive". You are free to hold a positive impression of the world as benchmarking enthusiasts :-)
You don't have to shop around for browsers to find Chrome a pleasing experience compared to Safari, and especially not Firefox on Mac.