Earlier quoted context omitted.
I don't know why the US hasn't adopted EMV. It's not perfect, but it has cut down fraud massively here in Europe. They're very hard to clone (I won't say impossible, but attacks against EMV have not generally been of this nature) and the transaction records at both ends will tell you whether the actual, real card was there. The liability is more clear-cut as a result. If the customer claims the charge was unauthorise…
Because it's a massive cost for almost no gain.
--edit-- and did you think us Europeans just rolled it out for shits and giggles?