The gimmick on the super fancy certs that give the big green bar w/ company name next to the URL is that they supposedly mean the CA has done a super thorough investigation on the company and verified that they really are who they say they are. Those certs cost like $1k from most vendors. This could be valuable if you get a lot of people trying to imitate your company or domain; for example, something like nikeshoes.com v. nike.com. But since most customers don't actually know any difference, the practical value is very small.

By contrast, a normal SSL cert is issued just by confirming control of one of the domain's email addresses.