Absolutely! I had never heard of Start before and I honestly thought for a moment that maybe this was spam that had somehow got on to the front page as a fluke. I'm serious. I'm not used to seeing a company website make it on the front page of HN or HN at all without there actually being some kind of article on the page you get to.
SSL certain are important and I don't think their design is helping them look like a legit business. I trust they are after all the comments here but on first glance I was skeptical and thought it was too good to be true. I know we all pride ourselves on being smart, critical thinker that can look past a site's design and see the true value behind it but I think in some cases it's perfectly normal and acceptable to react this way to a design. Superficiality be damned. I'd rather run from a poorly designed, non-legit looking site and be safe rather than risking it and being sorry later because I gave in to the PC, "don't be superficial" side of me.