[underyx]

This sounds wonderful to me. 20% of would-be buyers were saved from mindlessly consuming and paying for stuff they don't need — by just a tiny little UI friction. Imagine what a mandatory essay about the reason for your purchase would accomplish.

[warkdarrior]

That's nice of you to decide for the would-be buyers that they didn't need the stuff they wanted to buy. Do you offer this as a service?

[Jiocus]

You actually have a point. I think 3-D Secure both fulfills it's purpose to increase consumer protections when paying online, while at the same time, as you suggest, it's acts as a soft obstacle reminding the consumer to maybe re-evaluate their purchase.

I'm not saying it's frictionless nor perfect, but things were worse earlier. Card and identity fraud is increasing, and will continue to be a valuable target, not least because we're moving towards a cashless society (some say).