Even if consumers don't necessarily care about security, required labelling gives brands an opportunity to stand out from one another. If I'm looking at two products on the shelf, where one claims to have greater security, and the other makes no such claim, I'm likely to buy the more secure one, even if I don't necessarily care much about security. If getting the secure label is relatively cheap (which it should be, since most of the issues we see are the product of laziness rather than being especially hard to fix), than we could see the market dominated by products promoting high security, even without customers ever caring that much about insecure devices.