Well, tell that to someone who grew up learning all about Root CA certificates. It'll make perfect sense for them.
Whereas for we regular mortals speak plain ENGLISH and the phrase "MOZILLA DOES NOT RECOGNIZE THIS CERTIFICATE ISSUER" means just that, regarding what technical arguments you may have against it.
So I'm seeing this issue from layman's point of view, where my site's reputation is potentially being undermined by an antivirus software for no apparent reason.
In any case, we wouldn't be talking about these issues here if ESET would not replace our perfectly valid certificate with their own inside the user's browser.