While it is true that individual end users probably comprise a large range of security expertise and practice it's also likely that fewer users would be affected per targeted attack.
But it would be much easier to run untargeted, large scale, automated attacks which would affect many more people. Just look at e.g. the world of self-hosted Wordpress installs. Somewhat competent people get hacked by scripts all the time because they can't keep up with patching their servers to respond to every new threat (even assuming they learn about said threats in time). Normal people don't stand a chance.
(Speaking of which, I just got script-hacked like this few days ago, and I think it's finally time to dump Wordpress and migrate to a static blog...)
