I think the market for TLS CA will segment into basically two things:
a) free letsencrypt certificates for everything that only needs to be domain-validated (DV SSL).
b) $95/year EV certificates for companies that want the big friendly green banner on their ecommerce/credit card checkout pages, which is reassuring to the average non techincal user. In the last 4 years I have seen the price for EV SSL certs fall from $400/year to $95/year from several vendors. My main concern is that EV SSL issuers need to be held to a very high standard of actually verifying corporate identity. If they start getting lax about it and known EV certs go out to not-fully-vetted organizations, that would be a bad thing for the whole idea behind EV.
a) free letsencrypt certificates for everything that only needs to be domain-validated (DV SSL).
b) $95/year EV certificates for companies that want the big friendly green banner on their ecommerce/credit card checkout pages, which is reassuring to the average non techincal user. In the last 4 years I have seen the price for EV SSL certs fall from $400/year to $95/year from several vendors. My main concern is that EV SSL issuers need to be held to a very high standard of actually verifying corporate identity. If they start getting lax about it and known EV certs go out to not-fully-vetted organizations, that would be a bad thing for the whole idea behind EV.