I think there is value in the concept but it has a major failing from a
usability perspective that falls out of data center operational
practices. How many webservers do you think a big bank has? Some folks
use SSL accelerators in front of their web-server or app-server farm,
some folks have multiple machines wiht independant identities as they
take a different strategy for meeting availability targets (capacity,
uptime, performance). The UI benefit of advising "you've never been
here" would disappear by the time folks noticed that they could get the
warning when it is "clearly" wrong (the tenth time they visit their
bank site and it throws the "new site" warning half the time).

This works very well when you have some other way to authenticat the
site and need only ensure that you are visiting the site again. Of
course one way to authenticate a site is to use PKI as opposed to stand
alone PK techniques.

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