Secure defaults

Secure defaults means something is reasonably safe the moment you take it out of the box, before you have changed any settings.

This matters because hardly anybody opens the settings. If staying safe depends on finding a tick box, working out what it means and choosing to turn it on, then most people will not be safe, and the ones least likely to go looking are usually the ones who most need it. Selling something safe and letting confident people loosen it is very different from selling something loose and hoping.