buying a certificate and changing it yourself. 
So it costs minimum price a certificate, and at least one person competent enough.<p>And competence in terms of spending is way more than the certificate.<p>Outsourcing security without knowledge is praying for being abused.<p>So sometimes you are better in terms of costs and efficiency without.<p>And HTTPS cost more for rural users because you cannot cache SSL contents.<p>So in africa, alaska, yukon, peta ouchnok people with small providers have to pay a tax.<p>And it increases also the 95th percentile.<p>So basically everybody except google will pay for this but it will impact more the poorest content provider &amp; users.