Earlier quoted context omitted.
To play devil's advocate – who cares? We've had magnetic strips for decades and they work fine. Yes, they're insecure but anti-fraud measures taken by the bank can mitigate that. If this helps more stores accept payments without having a painful transition isn't that worth it? I use Apple Pay most places but I don't mind having to use a strip once in a while or if others do.
Think about who is paying for that fraud. Prior to EMV liability shift, Banks paid for the fraud. After Liability Shift, merchants are paying for fraud using magstripe. Merchants don't want to be responsible for the fraud, so they are incentivized to get rid of the mag stripe.
Also the rate of mag fraud is still pretty low, more Online Fraud which was ALWAYS liable to the merchant and did not see to do much ti incentivize any changes there.
Causing 90% of your customers pain to save less than 1% on fraud is likely going to cost merchants more than just paying for the fraud, which is also the math online merchants used. Online merchants that have huge fraud prevention lost more customers than the fraud....
Hell I remember one time a online merchant wanted me to submit more info after the sale for anti-fraud... I cancelled the order and bought from someone else