Explore the challenges and strategies behind Google's "MOAR TLS" project in this 22-minute conference talk from USENIX Enigma 2017. Delve into the complexities of encouraging widespread HTTPS adoption, including unexpected obstacles and research-driven approaches. Learn about the gradual process of indicating HTTP as "not secure" in Chrome, effective talking points for promoting HTTPS, and the remaining hurdles on the path to universal HTTPS implementation. Gain insights into the business case for HTTPS and discover practical steps to contribute to a more secure web ecosystem.