People don't like to buy insurance. But they continue to buy insurance because they have to. They must deal with risk, be it for medical insurance, life insurance or whatever.
The most interesting insurance salesman I ever heard about would drive a hearse when visiting potential life insurance clients. Although it's macabre, he made his point on dealing with risk....
But people still won't buy insurance if they don't have to. Or they don't buy enough.
Up until now, DNSSEC has been sold like an insurance policy. It's there to reduce risk. You don't want bad things happening to good people, and you certainly want to protect people from fraudulent web site hijacking.
But DNSSEC is NOT just about dealing with risk. It can be about adding value as well. People are much more willing to spend time and money on something that brings value than on just buying an insurance policy.
What kinds of things can DNSSEC enable? Well, think about DNS as the world's largest public data base. It can contain other things besides internet addresses. Examples include certificates, SSH fingerprints, text records and so forth. Once the DNS can be trusted (that's where DNSSEC comes in), all sorts of killer apps can be developed to provide positive value to end users. Ideas have been proposed for anti-spam, and identity management for SSH logins. There are ideas for iPhones and BlackBerries, not just laptops.
Once the DNSSEC infrastructure begins to scale up, keep an eye out for these new DNSSEC-enabled applications. At that point DNSSEC will be much more than just "removing the negative".... it will be about "adding the positive" -- as in positive value creation. Now that's a market-maker!
