Nicolas Brulez of SECURELIST reports that fake AV scammers are now offering "technical support" for their products. According to the heads-up on The Register, "[scammers] are growing more sophisticated in their approach to doing business, which partly involves preventing victims from raising a stink"; fake customer support is one way to avoid victims from raising complaints.
The move is seen as part of a wider effort to paint a veneer of legitimacy over scams: reportedly some gangs are going so far as to buy legitimate advertising space (e.g. on Google Ads) to announce their "products".