Whenever anyone says "secure", you must ask what is being secured, and against whom. The purpose of the secure world is to run a small operating system with privileged access to hardware that the outside world has no access to. It is the ultimate in nonfree software: it cannot be inspected at all, even on the binary level, and its loading can be governed by hardware keys. I believe it's also secure against JTAG inspection although this article doesn't mention that.
To use a device with TrustZone is to place total trust in the author of the software inside the trust zone. If they want to put Superfish-style malware in there, there's nothing you can do about it.