It's probably motivated in no small part by helping the type of person that's currently not encrypting their application/server and should be. TLS, certificates and PKI's are something a lot of people have a hard time with.

We're at a stage where people are capable of developing a web application but creating a (suitable) private key, generating a CRL and then using the resulting certificate in Apache is currently beyond their capabilities. Which is kind of cool in one sense but kind of scary in another.