I also wished voting with your money/feet helped, but probably not the case if not enough people care.
Fun story, I went to Iceland 2 years ago. When I did research for car rental, it seemed like car rental companies in Iceland are notorious for ripping you off/charging you for damage you didn't have etc. I spent hours reading reviews and came down to only 2 companies that didn't have such reviews out of dozens.
I was about to book with one of them, and only when I was all the way to the credit card step I realized they weren't on https. And I only found out because Chrome warned me -- I had just assumed everyone with credit card forms would be on https. So I stopped there and booked with the other company I found.
A day later they emailed me (I filled out my email info already when I stopped at payments), I guess they had drop off tracking. I told them the reason I didn't book was because they didn't have https. They said thanks and will have their web team look at it.
Last year (1 year after my trip) I checked their site out of curiosity. The payments form still didn't have https.