frankv:
It is only the self-hype "Oh, woe is me... I'm so self-important that I need security" that makes them a target. There are plenty of royalty around the world who don't have *any* security. The King of Sweden was well-known for going around Stockholm on trams and buses, for example. The reality is that Harry & Meg & Archie are no more important to the world than anyone else.
I can't speak for the king, but one of Sweden's Prime Ministers didn't come off so well. The reality is that the world is full of armed losers looking for 15 minutes of fame and twisted extremists who think that killing prominent people somehow serves the will of their god. Whatever you may think of H&M's ranking on the prominence scale, or their entitlement to be there, they do stand out from the crowd and whether that is their own doing or not, it does make them targets.