Seems they're between a rock and a hard place. When Google proposed HTTPS everywhere, a number of people took exception because not all content has sensitive data needing protection. I guess the real question is whether an HTTP call to load an ad copy is sensitive content. I think you can make an argument that it is sensitive content, because if I were monitoring your connection, and everything was encrypted, but I s…
We've moved passed the idea that only sensitive content needs to be transported over SSL/TLS. https://www.amnesty.org/en/latest/campaigns/2015/04/7-reason... https://www.aclu.org/blog/you-may-have-nothing-hide-you-stil... http://www.ted.com/talks/glenn_greenwald_why_privacy_matters http://falkvinge.net/2012/07/19/debunking-the-dangerous-noth... https://en.wikipedia.org/wiki/Nothing_to_hide_argument
The public at large doesn't care or understand unless they're banking or porning, and I'm not sure about the banking.
Telecoms, shareholders, advertisers, governments, and criminals are actively opposed.
We have a ways to go.