I think you're underestimating the impact of this. The installer is being listed by some as Trojans/Viruses and by more reputable AV's as Adware. Either way, the average person won't risk installing something that has so many red flags. I suggest you review any recent changes to the installer (e.g. installer Pay-Per-Install campaigns) and ensure that these are built in a sensible way that doesn't trigger Antivirus detection engines. If this were purely a false positive, then a lot more similar software installers would trigger AV engines, but it's not.
The onus is on the owners/developers of the software, not the user to either change the installer or to contact the AV providers to convince them that there is a false positive. Ignoring this or blaming the user is a quick route to obscurity.