AbstractThe purpose of this article is demonstrate why I believe browser-based UI for website identity can make the web safer for everyone. I explain in detail, the reasons why the UI and UX didn’t work in the past. Some people seem to find it difficult to consume my conclusions about the enforcement of “HTTPS EVERYWHERE”, encryption, free DV certs and the browser padlock. Please assume that I support all of these things. My article covers the undesirable impact that these things have had in ...