"Better educate the general users"?
Why would this be any more successful than it was with Windows? It is the same user base of clueless people, after all. They still haven't learned not to open emails promising naked pics of celebrities or offers of marriage from Russia.
The only reason there hasn't been a massive malware attack on Android is because the clueless masses mostly only know how to download apps from Google Play. If someone successfully gets them to use an alternate app store by promising a very "special" app because "Google doesn't want you have to have this!", look out!