Max... you are correct. If you look at the technical aspects of that bug, there are reasons you can't simply clean it in normal mode Windoze. It's more to do with Windoze than anything else.
Even with malwarebytes software, I had to MANUALLY go into safe mode and do some cleaning ON MY OWN. Malwarebytes told me what was what and where, and did a "decent job" but it was up to me to remove hidden folders and files. Safe mode is the only way to kill it properly. I spent a FULL weekend on a notebook and then recently got a rootkit cleaned off a desktop. Similar things - it took safe mode and my expertise (been at this since the late 80's) to clean it.
I do wish the Symantec products at least EXPLAINED the reason why you can't always simply remove these critters in normal mode while the user twiddles his/her thumbs. Blame Microsoft if you want to blame anyone.
Several posters here hit the nail - many of these products are CLEAN UP AFTER THE DAMAGE IS DONE products, they won't keep the critter out to begin with.
AvG free - good stuff, but they come right out and tell you it's not a solve-all tool either. They are honest about it.
The BEST solution - KEEP OUT OF THOSE PLACES where these bugs reside! Don't open email attachments! Computer users are their own worst foe, plain and simple. Want to solve the issue of those bugs? Practice safe computing, stay away from FREE STUFF (for you CHEAPSKATES out there that want something for nothing or feel "owed") stay away from "adult" sites (come on folks!) and don't open email you were not expecting, especially ATTACHMENTS. Too afraid of missing out on something? OR missing something that may be FREE?
The sources for these infections - they way they get in is HIGHLY PUBLICISED.............. draw your own conclusions as to what I mean by that.
NOW, there are many innocent that get these infections anyway - that's a fact! Hacked web sites, shoot, we even had to threaten a local TV station with blocking their web site from access by state agencies due to their web site contractor adding some nifty ads on their own, ads that placed spyware on state computers. I told the station general manager - clean up your site or I'll make sure no state computer can access it from now on. Humble apologies and assurances, and the issue was that the agency they hired from out east to build and maintain their site was a bit heavy-handed in the advertising. Within hours their site was changed!