Just read this news story about how Google is starting to use HTTPS as a ranking signal:
BBC News - Google to prioritise secure websites
This is really interesting and maybe the difference people need to make their websites #1 in search results rather than #2+ !?!?
I'm going to give this a try ... it's a pity SSL certs are expensive ($100+) .. if only there was a cheaper way to "test" this ....
I am not sure this will work for all websites, but definitely worth a try on any site that has "opt-in" forms! It will be interesting to see how this can benefit internet markets going forward.