* Verifying the legal, physical and operational existence of the entity
* Verifying that the identity of the entity matches official records
* Verifying that the entity has exclusive right to use the domain specified in the EV
* Verifying that the entity has properly authorized the issuance of the EV Certificate
Each of these four items were advertised features of every SSL vendor on the market since day
one. The "EV" scheme is only giving us what we used to think we were getting at the normal
price, except now at the new, higher price. And it's fairly extortionate because if you don't
get your cert signed by one of the authorities with a root cert shipping in Firefox and MSIE,
then your business is effectively slandered as being less safe.
A VeriSign EV cert costs 50% more than one without EV. Now that EV exists, almost any web
business is pretty much required to get one, lest popular user agents badmouth them.