Green Means Trust
Having the green address bar across the top of the browser is the web's way to indicate to anyone who visits your site that you are who you say you are. That you're trustworthy. And that you were willing to take the necessary steps to prove it.
Face it, we live in a time where everyone is worried about their own privacy and whether or not their personal information can be stolen. By taking the few extra steps to get an EV SSL, you're telling your potential customers that you actually care about their privacy and protecting their personal information. You're putting them first. And that in turn creates a level of trust that money usually can't buy.
It may seem subtle but its implications are profound. For as much as SSL is about security, it's more about trust. And extended validation SSL tells your website's visitors all they need to know about whether they should put their trust in you.