I work in IT in schools. We recently had a bunch "e-Safety" sessions - several with the kids, two with the parents, one with staff.
Product names were not mentioned in the sessions, they weren't there to sell, they were there just to inform. At each, it was offered that if any parent had any problems or questions, IT-wise, they should come to me and I'll help them install ISP filters / filtering software etc. at home. This was met with great enthusiasm in the session, much gratitude from the governors, and I hung around outside the session just to be visible.
Bear in mind that we're a private "primary" school, going up into Year 8, with just under 400 kids. Just the kind of kids old enough to go on things that they're too young to be on.
Out of all their parents, all the sessions, etc. hundreds of parents attending a specific session on e-Safety, I got one parent ask my details. They took my email. I never got an email from them.
People just aren't interested in filtering the net. If they are worried what their kids are doing, they MAKE THEM DO IT IN FRONT OF THEM, like proper parents do. If they aren't worried, they wouldn't activate a filter. An online babysitter (literally a "net nanny") is pointless and horrible parenting. And the biggest threat now isn't PC's or laptops or tablets that use the wireless, it's smartphones that bypass it to talk 3G directly.
Nobody cares. Because, well, good parents are managing the problem already without the aid of unnecessary technology, and presumably bad parents couldn't care less anyway.