What's the difference between a simple certificate and something higher-grade? What does the simple certificate lack that a higher grade certificate provides?
Exactly! In fact the change to green out of the ordinary lack of it might make them think something is WRONG, not better.
These are users who also keep their browser sessions going forever and therefore session cookies never expire - thereby making what was supposed to make something more secure, exactly the opposite.
The free one also wont work with wildcard certs, and will only accept one hostname in the subjectAltName field. My domain is "grepular.com", the certificate needs to contain "secure.grepular.com" for historical reasons. This means, when I use startssl, I can't include "www.grepular.com" in the cert. Unless I pay for a cert.
StartSSL is completely fine for those goals. Pretty much the only effect of an EV certificate is the green bar. (Which is easily worth $150/yr if you're doing millions in e-commerce, of course!)