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by 9dev 562 days ago
The only actual answer would have been to drain the TLD swamp and open up the root zone. Give us john.smith, website.jsmith, and mc.donalds. It's just a label anyway, and one that normies don't pay any attention to—save that even if they did, it's hard not to fall for mc-donalds.com or mcdonalds-restaurant.com anyway.

If the whole EV certificates thing would have been set up in a way that it wasn't just a money extraction racket, that would be the way forward. Let user agents convey whether a site is trusthworthy, and what entity it is connected to.