When a client attempts to interact with an online service provider that performs any form of financial transaction, the service provider requires the client to authenticate itself. This is normally done by having the client provide a user-name and password that were previously agreed upon, through some procedure, the first time the client attempted to use the services provided by the provider. Asymmetrically, the client does not ask the provider for the same form of authentication. That is, the customer of the bank does not ask the web-page to somehow prove that it is really the bank’s web-page. This asymmetry seems to come mostly from an attempt to port security models from the physical to the digital world: I would never expect a physical bank branch to authenticate itself to me through any form other than its branding. However, that is not to say customers don’t implicitly authenticate their bank-branches, they do! However, it is a rather implicit authentication that is based on the use of branding and law-enforcement by the banks. Unfortunately, many of the security assumptions that hold in the physical world do not hold in the digital world: the costs of setting up an authentic looking but fraudulent web-page are low; the pay-off for successful phishing attacks is high; and digital law enforcement is weak to non-existent in the digital realm and so the risks are minimal. This makes phishing an attractive type of fraud, and has led to its growing popularity.