Why phishing works?

I've just read a very good article about Why Phishing Works. I'm glad that some of my personal thoughts on the subject were confirmed with the study presented in the text. I'll try to find some time and to recover some of my ancient programming skills to develop an anti-phishing toolbar Proof of Concept. I know that there are too many of them, but it's a good excuse to try to build something up after so many years :-)