When buying one recently we done a quick survey round the non-techie people in the office who would shop online. Two questions really, 1. when they buy things on line do the look for a security logo and 2. which of the below would trust the most.

I can't remember which one they all picked but it wasn't one of the front runners (Verisign, Thwate, etc) It was the most polished looking one it was round and shiny very Web2.0 (wish i could remember who.)

I the end we bought one from Thwate because everyone answered the first question no. Most didn't even recognise Verisign let alone any of the others.