From the CA/Browser forum, which apparently put up a website recently.

Objectives: http://cabforum.org/objectives.html "EV SSL Certificates establish online businesses identity by confirming the certificate holder's legal and physical existence." (See link - emphasis on phishing/id fraud prevention, somehow) Vetting process: http://cabforum.org/vetting.html "The Extended Validation (EV) SSL vetting process will validate the requestor's domain control and verify the requesting entity's legal existence and identity:" (see link)