The rogue AVs being spread are all equipped with an Online Support button. They offer Technical Support by chat, but also by phone and email. The live chat tells you (in English) to send an email in your native language to a given email address to receive support in your own native language. If you are infected with a rogue AV program which you picked up while using a search engine (Black Hat SEO again), and connect to their website, they will ask you which AV you want support for, they ll provide you a Free Trial version.
Source: https://threatpost.com/pulling-back-curtain-rogue-av-tech-support-071210/74196/