Even if the checks are in place to completely (uh huh) preclude that from happening, you still haven't eliminated misrepresentation whether it's identity or the goods/services. If you're not dealing in person, you don't have any assurance of identity, it's as simple as that (and even then..). I could sit here and tell you that I'm a 13 year old blue-eyed blonde girl or a 50 year old 400 lb hairy guy who smells, and you'd have no way of verifying either one - and web cams can lie, too.
If anything, I think people are becoming more jaded about it all. Last I heard, something like 5 million people per day go tromping through that online auction house - I'm occasionally one of them. They (and I) sit down happily with their credit cards or paypal IDs and send money off to people whom they've never met for goods with (bottom line) unknown state of disrepair. For that matter, they often don't even know where the money's going.
And why are they so happy and oblivious? Not because of yellow or green or fuscia address bars - because their bank cards give them fraud protection.
So who's getting scammed right now? I have to agree with ytswy - we webmasters. If enough sign up for it and people finally start saying 'oh gotta have that green bar' then yeah, we'll all have to go get them. Then someone(s) will find a way around it and we'll be right back here finding out how much the fuscia bar is gonna cost.
This is just starting back at the top of the road that we've all been down. Anybody remember video tapes? At first they weren't copy protected. Then they were. Someone defeated it. They enhanced it. Someone defeated it. Then they moved to dvds. Someone broke that. They enhanced it. Someone broke that. Now they've moved on to blue ray and HD. Guess what? Broken. Same story over and over for software, and all these efforts are paid for by the consumer. It's a waste of time and money.
Instead of repaving the same old tired road and waiting for potholes to inevitably develop, a better system should be devised for online transactions. I like the paypal model because the buyer pushes the money toward the seller instead of allowing the seller to pull it. Why can't the credit card companies do that? How about the funds always go into escrow until the goods are delivered? (I dono about services). B2B has worked on 30 day net for decades, why doesn't the common Joe[sephine] get that?
Why not have the green color just for financial institutions, who are all networked together and can decide who they let into their club? Then people know that when they're dealing with their banks or stock brokers it's supposed to be green, and the licenses required to qualify for the green are done in triplicate in person by qualified people in suits and Italian loafers the way the Almighty Greenback intended in the first place.
EV may very well take hold at some point, but just like everything else it will be because of the perception of security, not substance.