"You would need a massive number of people to suddenly start caring about network/PC security""You can get a ticket" seems to get people to care, up to a point.
"you would need them to have the ability to actually do something about it"
Certainly the case. I lean toward "change the incentives and the market will provide", but this could be better fleshed out.
"it does nothing for anyone not under US law."
It does plenty for people not under US law - they won't be DDoSed from as many bots in the US.
It doesn't do as much about people under jurisdictions not covered, but:
1) A lot of the software that is developed is developed with the US in mind as a market, especially those things that are sufficiently common to really let malware spread by targeting a couple exploits. Making that software more secure might decrease the rate of infections abroad.
2) Other jurisdictions might very well follow suit - particularly with international pressure.