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The problem is that a decade of research shows that users habituate to these icons and come to ignore them. An attacker can pull off UI spoofing with a 90%+ success rate.
Yahoo also demonstrated a new authentication system that doesn't use permanent passwords. Instead, they allow you to associate your Yahoo account with your phone, and text you a code on demand any time you need to log in. It's basically just the second step of traditional two-step authentication by itself. But Yahoo says they think it's "the first step to eliminating passwords."