[vpalanc1]

I think what many Americans fail to appreciate is that all the safety guarantees that come with deniability + lax security have a (pretty big) cost, one that YOU are paying in the end.

Like - US for a very long while didn't use chip & PIN - but it was simple to deny the transactions and as a consumer you were somewhat well protected, despite lax security. But this generates large costs, and perversely, the cost/uncertainty affects the small businesses the most.

Yes, when I use 3DSecure for an online transaction, the bank shifts the burden of proof to me (a correctly-authorized 2-factor transaction cannot be simply challenged with a complaint at the bank, I have to prove that it wasn't me). Still, it's hard to argue that 2-factor for online transactions is consumer-unfriendly, even if the consumer loses the deniability