Most people dont even need firewall software. They dont realize their router is a hardware based firewall. So unless you are wide open to the net or you have programs you need to block then firewall software is normally not needed.
I have had so many customers who dont read a thing, would have whatever firewall software they have pop something up on if they want to allow access, turns out it was windows itself, they blocked it and then call me because the internet doesnt work lol
MS may not recommend their own but that is only because of the royal fit all the antivirus companies threw when they found out MS was going to make their own. This is why their AV doesnt have much more than a standard file and registry scanner. They keep it basic and what people actually need. All the other stuff is most of the time just fluff. But when a user who dont know better looks at MS and then something like Avast and sees how much "more" avast has to offer they will go with avast. That keeps the av companies happy. So MS says, hey dont worry, we just need to have some form of protection on these systems to stop the spreading of viruses from users who dont know any better. (e.g windows defender), but we will make sure to tell people to get a bigger av.
No AV is perfect, and I mean none of them. SO if you have one you like then stick with it. Just because I have my own views on it doesn't mean it is the right view for others. I am a power user, I know more than a normal user would on what is dangerous, the way you can get infected and so on. I only require a simple file anti virus. I dont need the fluff.
But then there are users who dont read a thing, click on every fake ad or pop up that says they have an update and get themselves infected. They need all the auto protection they can get lol
Look at it this way, when you buy a computer they try to sell you added warranty and repair services. For some people who dont know how to fix a computer at all then that service is helpful for them. For advanced users like some of us, we dont need that extra warranty and service since we know how to do it ourselves.
I have cleaned viruses off of every type of computer running every different type of AV. I guess for some they like to "feel" they are protected, because lets face it, the internet is a wonderful yet dangerous place to be.
Shane