This is definitely worth a the time to read. Ed Bott is one of the writers that I consistently read his columns. In this article he discusses how social engineering tricks is the new method of choice for Malware Producers.
Summary
One of the great myths of security is that if you’re infected with malware it’s your own fault, because you were visiting dangerous web sites. But these days, even a completely innocent link can lead to unwanted, potentially malicious software. Here’s what to watch out for. You need to watch very closely what you click on and what you accept to load. We are all a susceptible to this kind of attack.
Social engineering in action: how web ads can lead to malware | ZDNet