Abstract: When Moderna and Pfizer released their Covid vaccines, the metric was simple: 95% Efficacy. For cyber products it’s just not that simple, and buyers are left to navigate the market with limited information at their disposal. So, is the cybersecurity market broken – a “market for lemons”, a detailed report indicates 90% think so. Are we at a cross-roads, with one route a continuation of ‘snake oil’ and FUD, with the other offering course correction and a ‘levelling-up’ based on transparency and informed buyers?