They are only trying to protect people. Chances are smaller businesses might not even want or have the need for this EV SSL. Unfortunately way too many people fall for phishing emails all the time and this seems like a good way to protect those people.
It will just make most consumers look twice before entering their credit card. I am just surprised that Microsoft was able to work something out with the SSL issuers. They released the news article almost a year ago. Once the validation process is finalized, I think it will be a lot cheaper.
One of the problems is that so many SSL issuers are not verifying the person buying the cert. If all the companies at least verified that, we might not even have a need for this
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