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Re:Digicert Withdraws from the CA Security Council by geofft on Monday July 02, 2018 @12:46AM (#17439393)
To be fair to Google, they do have a pretty-well-staffed portion of the company that works on giving you trustworthy URLs to the first visit to a website. :-)

But seriously, I think that's the actual answer. The only way you find websites is by receiving a URL from somewhere - whether that's from a search engine, or from a link on some other website, or from non-web means like a paper advertisement or a billboard. And the PKI does solve the problem of bootstrapping trust from a textual URL. (And to be actually fair to Google, they've HSTS-preloaded the top-level domain .app, so any website inside .app gets HSTS from first use onwards - which seems like the right way to solve the problem of URLs communicated aurally.)

To solve the problem of "Am I on the right website," the concept of "right website" has to be well-defined - which generally means you have to already know of the existence of some right website. The UX problem in security is how to take advantage of that knowledge, e.g., not let a Bank of America customer click a link in a phishing email that doesn't actually go to the website they previously signed up with.

The alternative is that some committee like the CASC determines which sites are morally upright and worth anyone visiting, and which ones aren't. That solution works okay for physical sites, more or less, but applying it to the internet generally doesn't produce good outcomes.

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