It doesn't particularly matter if people trust StartSSL, it matters if browsers trust them (which they do).
There are about 100 root CAs, and something like 1000 CAs if you include intermediates (controlled by ~650 different organizations - https://www.eff.org/observatory), and browsers trust ALL of them. All it takes is one to issue a malicious cert, or to get hacked, to do a MITM attack on ANY domain without showing a browser warning.
The trustworthyness of a single CA doesn't make a difference, because if any CA isn't trustworthy then an attacker can use them instead the other ones. This is the problem with CAs, and the problem with centralized trust systems in general. There are hundreds of weak points.
But also, StartSSL does fairly thorough identity verification. I've had to send them photos of my passport and talk to them on the phone to do identity verification. It's also worth noting that it's the CA that both https://www.eff.org/ and https://pressfreedomfoundation.org/ use.
As long as there's a broken CA system, the choice of CA does not matter in the slightest as long as it's trusted by browsers. Users only care if it breaks a website with a scary warning, but if it doesn't, it doesn't matter. There's no need to spend money.
StartSSL does charge if you have more than very basic needs, like if you want multiple alt names, or if you want a wildcard. But it's still cheaper than the competition.