Good article. Indeed, I'd never heard of the TLD .bank, for instance. And granny might either think it's weird and shun it, or worse, just blindly believe in it.
The problem is that even if users hear about .bank, they don't know that it is in fact regulated so it's trustworthy. If there were a tool that could publish policies about levels of domain owner validation and acceptance criteria then users could know whether to trust TLDs or not. Green EV certificates in the UI is a great idea, but not extensible.
