When you learned to drive a car, you probably knew a little about it. There's an engine, it burns gas, that causes the wheels to go around. The gas pedal must have something to do with that burn rate. The brake makes the wheels stop.
Now, imagine that we all treated that "under the hood" as a black box, and that typical people commonly confused the engine with the carburetor. Some cars would even come with holographic stickers closing the hood shut, so you couldn't open it without voiding the warranty. When someone teaches you to drive a car, they say:
"Turn that key. Now, press in this button and move this lever until it clicks four times. Turn the wheel about 60 degrees, and slowly press on the right pedal. Turn the wheel back 60 degrees, but slowly... SLOWLY! See, you almost ran into that car! Now give it a little more gas... I'm sorry, I didn't mean to fall into jargon. Press harder on that right pedal. Use the big one on the left when we get to that white line on the pavement up there."
This is how people are taught to use computers. Click this, press that, drag here, type there. Meanwhile, when the computer tells them it's running out of memory, they start deleting stuff from their hard drive to free up space, because they don't know the difference between RAM and the C: drive.
If we (meaning, those of us who know this stuff) all took a different tack, instead of teaching people procedurally how to get through a particular function or application, we might have a much easier time educating folks about not running trojans. But as long as we (again, speaking to the community that has the knowledge) keep acting like people can't and shouldn't be taught this stuff in the way that we learn EVERYTHING ELSE, we'll keep having this problem.