When the CA system was established, the CA's were supposed to verify that what they certify to be true is indeed true. But the incentives were wrong so it failed. So the "extended verification" certificates were proposed to do what the CA's were supposed to do in the original set-up. But the incentives are still wrong and I predict it will soon fail as well. So now someone proposed yet another "extended verification" scheme - with all the same wrong incentives, from what I can see.