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 sug

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).