AppleTalk Aust said:[T]he reality is anyone who opened this "virus" or malware did so of their own choosing.
You are overlooking the fact that this virus disguised itself as (and the poster claimed it was) a jpeg image.
Is it reasonable to expect that something that looks like an image file can cause damage to your computer? As geeks, we know that is a real possibility, however it does show a fundamental flaw in the design of the OS (a flaw inherent in pretty much every OS out there).
A naïve user would expect things that look like files to behave like files and to be warned about the risks the first time they run a new application. These are fair expectations in my book (but I do acknowledge that technically, they are hard to implement).