I don't consider a SSL certificate as a big investment? There is no ROI on ssl usage. Nor do they break the bank; There is a 'not running away because you don't

I don't consider a SSL certificate as a big investment? There is no ROI on ssl usage. Nor do they break the bank; There is a 'not running away because you don't' return, which in the end hurt more. NY times SSL capable since 2014, also late, but already 2 years earlier then this website.