> Also, organization structure aren't transparent to everybody (how many of your non-tech friends would be surprised if google.com had a certificate issued for "Alphabet Inc."?).
A clear example of this is KLM, where www.klm.com's certificate is registered to "KONINKLIJKE LUCHTVAART MAATSCHAPPIJ N.V." (try that on a mobile browser!). It's sufficiently different to what people expect (which is, admittedly, just an initialism) that I've known various people who actually understand EV certificates get thrown by it.
A clear example of this is KLM, where www.klm.com's certificate is registered to "KONINKLIJKE LUCHTVAART MAATSCHAPPIJ N.V." (try that on a mobile browser!). It's sufficiently different to what people expect (which is, admittedly, just an initialism) that I've known various people who actually understand EV certificates get thrown by it.