Erm ... I don't see the price anywhere on the linked page.

Clicking on "Get Started" scrolls up and expects me to start filling the form. Sleazy, very GoDaddy-ish, but OK, since it's on HN's frontpage, let's type in some junk and click the button -

  {"err":"missing required field: preferredDonation"}

So not only doesn't the site show THE most important bit of information for the cert - the price - it apparently inflates it to offset the cost of the donation. Excellent. Apparently this is how one "promotes honesty in the SSL industry."

  --

EDIT - AH, apparently the prices are shown only if you come from HN. Lovely.

  Single domain EV certificates are €429, 
  multi domain certificates are €699. 
  Both last two years.

Vs. "$234 per year" of getting the cert directly from DigiCert - a price that can be knocked down by 10-15% by sending them a quick email. This works out to $421 or €399 and it includes direct support from them, which is pretty much what they are selling everyone as their primary competitive advantage.