The concept is simple, but its implementation is really hard, because of the lack of quality standards/metrics in our industry
Here are Jeff presenting his idea two years ago: Don't Judge a Website by its Icon - Read the Label!
This is a really important concept, and its complete lack of adoption (and traction) speaks volumes for our industry
For example, how am I supposed to make informed decisions as a software/website user if I cannot be exposed to something like this:
Also related is the idea o Idea for OWASP Standard for public rating of an WebSite's security profile which could also create these useful labels: