I would think that if a product decided to use (create) an EMC SSL cert, the end user, or company selling the product, would ultimately purchase an EMC coin, or several, for a single SSL cert?

Preparation of coins
An Emercoin transaction must be made in order for a new certificate to be created in the network. The cost of the transaction is about 0.3 EMC which is very little at the current rate, but if you don't own any, you will need to start by getting some EMC.