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HTTPS adds some level of privacy protection and helps marketing
(because we care soooo much about good marketing! :P).
Performance-wise, this reduces subjectAltName bloat when
negotiating connections and will also speed up occasional
certificate renewals when/if we drop the old name.
Also, not occupying the document root of a domain will make it
easier to add alternative site locations in the future, because
centralization sucks and I don't like the idea of anybody paying
ICANN or similar entities for domain names.
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