Who can you trust?
Kaspersky - Russia
BitDefender - Romania
Eset Nod32 - Slovakia
F-Secure - Finland
Norton - USA
Panda - Spain
Trend Micro - Japan / USA
Webroot - USA
McAfee - USA
Avast - Czechia (Czech Republic)
Who benefits from Kaspersky's sales going down? Any of the competitors (presumably including makers of free AV/Sec software, e.g. Microsoft Security Essentials).
Who benefits from Kaspersky being dragged through the media and being linked to the Russian security services? Anyone looking to create a new cold war (including some in Russia, arguably).
How many
non-Kaspersky protected computers have been compromised over the years, by sophisticated methods?
Can we trust the government that controls the home of Microsoft? Can we trust the Internet, the child of ARPANET / ARPA?
It makes the most sense to judge products on their quality and price, rather than worry about their country of origin (short of installing a spam filter made in Nigeria

). I used Kaspersky for a time, but got annoyed at some of the features that wouldn't work with the browser I used. Binned it (and the browser, as it happens).
Would I trust a UK product? Nope. There's no 'trust' as such, but rather an acceptance that some level of security has to be maintained, and it comes down to reputation, functionality and price.
Do I trust the US media / Israeli Intelligence on a Russian product? Nope. Do I trust RT News? Nope.
Trust no one.