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I performed search for the two names, and did not find the $29 price listed on the top sites for each.
Perhaps the difference in cost between SSL providers depends on how thorough a check they make of the purchaser.
With an expensive certificate, you may be required to fax them a copy of your identity, and the issuer performs a background check on you before issuing the certificate. The certificate will contain more ownership information if someone double-clicks the padlock in the status bar of their browser. The certificate issuer is more willing to stand behind your web site in case of a complaint. You may be authorized to display a seal of trust backed-up by an issuing authority.
With a cheap certificate, you may not have to deal with faxing anything, and the certificate provides no ownership info to the visitor who clicks on the padlock. There isn't quite the same willingness to stand behind you in the event of a dispute.
This is all conjecture on my part, other than that some certificates do provide more ownership information than others.
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