Initially, when Google started using HTTPS as a ranking signal the impact was relatively small. But over time it’s apparent that Google is starting to scale up the impact this has on ranking. My problem initially was that folks who were talking about it understood the “what” but didn’t understand the “why”. You don’t do something to get better SEO rankings just because Google says so. You do it because it’ll help your visitors…which is exactly what Google is trying to tell everyone. So much about what they’re doing with their algorithm updates has to do with treating websites the way humans would. Just can’t game the search engines anymore. Gotta pay attention to the user experience. :)