It is at least possible that EV certs have seen limited uptake because people understand too much about them. After all, they are the same CA "sure you can trust us" scam that we've always had, except with more rent-seeking. Some users and/or site operators might have been influenced e.g. by EV certs' unsavory association with Comodo.
So strike my last sentence. EV certs are still more onerous for site operators in terms of price and process than "normal" certs. They don't offer a credible increase in security or decrease in liability for anyone. Those facts suffice to explain the paucity of their mass-market adoption.
