In reply to mark k..

The announcement cited a study on connection security indicators that showed users do not perceive the lack of a green lock icon as a warning that a site is not secure and can become blind to warnings they see too frequently.
It's not about scare. The current icon in the address bar does not convey enough information to the user to get their attention. I think the "not secure" label with a eye-catching background will accomplish the task. Way to go, Google!