In recent weeks I've noticed that the quality of scam "phishing" emails has greatly improved, particularly those that send counterfeit email notices that mimic legitimate businesses such as Paypal, Amazon, Wells Fargo, etc.

Because of my very small business I receive message inquiries on Facebook. Yesterday I received a fake message on Facebook which, when I clicked on it, occupied my screen and with sound and flashing lights told me that my computer had been seized by malware and that to unfreeze it I should call a given phone number. The screen was unresponsive and made it look like my computer was indeed seized.
Very Important: Just close the web browser and it all goes away. It was a scam.

This is our new reality: Artificial Intelligence is now being used to make very convincing internet scams, and it will surely get more sophisticated very quickly.
Real ads from well-known companies use well-honed manipulative language and images to lure us into purchases and subscriptions for "free" services.

I'm limiting my online payments to PayPal and to a credit card at a nearby credit union which has contacted my about unusual charges and repaid me when my account was falsely charged by an overseas company.
Many of my shop supplies come from on-line suppliers. I try to limit myself to a few very good companies so I recognize their charges easily in bank statements.

It's going to get worse so we have to get smarter as we get older.
How can we protect ourselves?
Can we define clear, simple guidelines for computer use?

Here's one suggestion:
If something on your computer screen threatens you, just close it. Unplug the computer if necessary. Don't engage, don't try to fight back, just escape.