There's a shift happening in the browser space as well to "downgrade" the UI for DV certs, much less green locks and bars and more gray and no red security warnings.
We're entering a world where every site has a DV cert (most likely for free with registering a domain) but that all of the things for which we now consider "needing SSL" will require an EV cert.
EV certs will only make sense (for the vast majority of sites) when consumers start actually recognizing the difference between EV and DV, personally I don't see that happening real-soon as many non-technical consumers don't even notice if there's no SSL cert at all...
Ask yourself do you remember what sites use EV certs and would you notice if one had a DV instead... if you wouldn't ask yourself why a company would pay more money for that EV cert, when they can get a perfectly good DV one for free
We're entering a world where every site has a DV cert (most likely for free with registering a domain) but that all of the things for which we now consider "needing SSL" will require an EV cert.