Interesting story this morning on CNBC about the growing demand for EV certificates. This story points out the power of the Extended Validation SSL interface to online shoppers and focuses on the question of how widely available they will become. The reporter maintains (and I would agree) that EV is such a strong tool in protecting online commerce that we need to make it available to as many businesses as possible as soon as possible. The article includes an example of what the EV certificate will look like on Overstock.com after green bars go live (scheduled for the end of January, according to Microsoft).
The story covers a Wall Street Journal article on the same topic. It includes a quote from Gartner analyst Avivah Litan, who says,
"[A]re people going to trust the green more than white? Yes, they will. All the business is going to go to the greens, it's kind of obvious."