I remember reading about something like this before (I'll try to find the article if I can). Basically, the reason for verification being so pricy is partially

I remember reading about something like this before (I'll try to find the article if I can). Basically, the reason for verification being so pricy is partially based on the illusion that this is really worth something. An example (from the article): banks used to build enormous, unreasonably large buildings with pillars and impressive entranceways. People were more likely to trust a bank that could afford such a building because it showed that they would be there for a long time to come. Similarly, if a website is willing to pay to be verified then it indicates (at least to me) that they didn't put up the site on a whim. They're in it for the long term and this is (supposedly) backed by a company I can trust.