It isn't that the process is so simple. It's that it allows fraudsters to convert their "fullz", previously used best online, to in-store Apple Pay cards. You

It isn't that the process is so simple. It's that it allows fraudsters to convert their "fullz", previously used best online, to in-store Apple Pay cards. You could theoretically call into the victim's bank, and with their SSN + address + etc. add the card to Apple Pay. This would allow you to use the card in-store. Contrast this with previous use, where you the potential damage might range from taking over the account and performing online transactions. Being able to go from online transactions to in-store transactions is huge. But it's not so simple as just "type in the cc #, zip, and cvv". You need their entire details and to be very methodical. The issue is... people are easily convinced to part with all their identity information.