> forcing people to use HTTPS to avoid scare tactic "Not Secure" warnings.
"Not Secure" is a literal description of the state of the connection. Its not secure. What should a browser say? I guess nothing because your site is so special that its users should be ok with having someone MITM the connection and inject who knows what into the page. Whether or not that is OK isn't your decision to make - its the right of your users to make that decision and saying "Not Secure" helps them. That you find that inconvenient for you is well ... inconvenient for _you_.
> HTTPS is far less helpful than something like EV that includes identity
The article makes a pretty compelling point that EV certs are worthless and do no better a job at providing security than regular certs.