Why Phishing Works...

If you haven't read "Why Phishing Works" (850 kb PDF) - written by Rachna Dhamija, J. D. Tygar, and Marti Hearst - stop what you're doing now and go get it...

https://people.deas.harvard.edu/~rachna/papers/why_phishing_works.pdf

Very frustrating... ;-)
-Urs