Re: because users barely took notice
More likely users barely took notice because the vast majority of users wouldn't be able to tell you what a certificate is in the first place let alone an EV certificate (something I hadn't heard of until five minutes ago).
And quite rightly too. Users don't care as long as shit works and they don't get ripped off.
It's like asking the average car owner whether their car has disc or drum brakes. Most people wouldn't have a clue, and won't care either way until they have to stop in a hurry. (As an aside, I hired a car from the 19th century in Hungary once with drum brakes. I swear the car actually sped up a bit when I pushed the brake pedal. It certainly didn't slow down, that's for sure.)