This is an amazing little bit of social engineering that Aza Raskin has come up with.....Extremely insidious....I like it...
Most phishing attacks depend on an original deception. If you detect that you are at the wrong URL, or that something is amiss on a page, the chase is up. You've escaped the attackers. In fact, the time that wary people are most wary is exactly when they first navigate to a site.
What we don't expect is that a page we've been looking at will change behind our backs, when we aren't looking. That'll catch us by surprise."