This video/project is a masterpiece by a master. I love Tom's dead-pan style of humour. Make sure to expand the security warning and watch the video!
Neither is anyone forced to visit your insecure website, and people are less likely to visit if they are welcomed with "This connection is not private, attackers might be trying to steal your ..."
It's more involved than that. You might want to click on the video link, or read the PDF. :)