In an effort to combat phishing attacks, the CA/Browser forum has come up with an extended validation certificate for websites. You'll have to verify your business isn't just a Post Office box and a server in Russia to get validated.
So now we have a secret handshake and internet pig latin code and a teeny padlock to tell us when we're being robbed.
I'm old, so I remember when the police used to, you know, find evidence of crimes, and catch the bad people and put them in jail. Now we just pile on authentication icons until the whole screen is covered with them.