There needs to be a mechanism where a site can provide its verified identity to allow the user to know exactly who they are.
Not every site will need or want this but the ability should exist.
At the moment EV provides this ability. If EV is not seen as the answer then we need to have something else instead. We could decouple this from HTTPS but identity is also a valid purpose of signed certificates.
Interesting part is EU have decided all these cookie accept banners are a PITA and so users should be allowed to set cookie permissions in "software applications enabling accessing to the internet"
Which was suggested when the original law came to pass in 2012.
The aim of EV certificates is to reduce such risks and highlight to the user the legitimacy of such websites.
HTTPS alone only provides encryption. Google doesn't use EV anywhere but I feel it should on login pages especially given it is a high phishing target.