Just to put another perspective there. In Brazil, chip and pin took off immediately (from non-existent to ubiquitous in about 6 months) after the government dec

Just to put another perspective there. In Brazil, chip and pin took off immediately (from non-existent to ubiquitous in about 6 months) after the government decided that the bank and card issuer were responsible for all the fraud risk. I have no idea what policy made the US hold into signatures for that long. But the seller and the buyer are the least powerful people on that entire chain, so I don't think it reasonable to look at them.