[badsectoracula]

Sure but what i asked wasn't about your own site but why it is something sites have to care about when the actual issue is with ISPs (in the case where ISPs are injecting ads or other stuff). There are *WAY* more sites than ISPs and the party that is wrong here is the ISP, not the site.

[jefftk]

Even though there are far more sites, it's a matter of incentives:

* ISPs and other intermediaries have the wrong incentives: reading and modifying plaintext traffic can be very profitable.

* Sites have the right incentives: they don't want to be messed with or snooped on.