[zinekeller]

IdenTrust's buisness also spans to managing private CAs for companies, which includes managing the HSM and private keys. Also, the companies who hire IdenTrust and similar companies are not that involved in technology. Also, security experts who can manage this safely is a tad harder to find and requests higher wages than your standard IT staff.

TLDR: yes, but some companies wants another company to manage their certs.

[mrweasel]

In those cases IdenTrust bought an insane amount of goodwill from some of the most technical people online by supporting Let’s Encrypt.

[strombofulous]

They also helped basically make it a requirement by allowing google to flag http pages as insecure and convince the public that it's necessary