Baldrick

For AV-Test, the "Real-World testing" in the Protection category uses web and email threats. So every product's Web access protection is tested. For the "the AV-TEST reference set" a large malware pack is used, so here I think the web access protection doesn't play a part in stopping the malware from reaching the system. 
For AV-Comparatives, their "Real-World Protection Test" use live malware URLs so web access protection plays its part in stopping malware before it's downloaded and their "Malware Protection Test" use a large malware pack similar to AV-TEST reference set. 

Have now raised a ticket with ESET Support re. this and will post back if they come back with anything interesting or of use.

I would like to suggest that LiveGuard is introduced into the Internet Security version for a number of reasons but primarily that it would improve EIS's ability to protect users...the ability to quickly respond to zero day threats is now a requirement of all ISs...and most of the competition that ESET faces is from ISs that have already implemented this feature.
IMHO it should not be used as a marketing tool...ESSP already differentiates from EIS sufficiently given the current additional features available.
Just saying...for what it is worth. 🙂
 

This is planned for the android version but would be a lot of work for the desktop version. As also noted a good AV is often rarely opened by general users.

ESET is a vendor of antivirus software and as such should have a consistent interface with only minor changes over the time to avoid confusion by users after upgrading to newer versions. Moreover, users should not keep the AV's gui open often, watching it for a long time so adding visual effects does not matter unlike in the case of operating system for instance which must attract home users.
Last but not least, I'd like to remind that this topic is intended for posting suggestions. It's not for lengthy discussions which would spoil it. If you have a comment or want to discuss something, please create a new topic.

I will add to what marcos has put above  by adding over the years, new features have been introduced e.g. ransomware protection, network device monitoring and just with the new version 15, ransomware shield.
I have seen other AVs in the past change their UI each year and sometimes it felt like a way to hide there wasn't much new. While I always like to try new versions and see changes, changing the UI just because makes no sense. If it is for making things easier then fine but just to change the look could cause more issues. I'd much rather see Eset add more features over changing the interface