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Remember the security triangle you studied for a certification? Security, usability and cost. As security increases cost goes up and user friendlessness goes down. The products a friend mentioned work on looking for patterns not just simple killing or blocking everything not on the list (whitelisting). Take a house for instance, you have by default a front door operated by a key. Add an alarm, it costs you money and makes it a bit harder to get in your house. Increased security with small downsides. Add a second lock and forgot the key, and you cannot get in. Add an outer fence with a swipe card, the layers add great security but cost you dearly and slow you down. Keep everything in your house which is valuable in a under floor safe and each time you want to get a item it takes 2-3 minutes which means you leave the house slower. Get the idea?