>As a consumer, I thought I was safe; when saving my credit card to a billion dollar valued european merchant, or when i purchase something from supermarket and ignore the receipt, but the reality is slightly different from that. >I got the money back via chargeback in short time. So as evidenced, you are protected by the fraud infrastructure. The bank ate the loss for the fraud and you were made whole. In the end, t…
Quite often, the merchant is unfortunately the one eating the fraud, which is creating a bit of a principal-agent problem (in that the issuing bank earns interchange on every transaction, so if they aren't liable for fraud, their default incentive would be to just approve as much as feasible and figure everything out later via chargebacks).
3DS changes that calculus quite a bit, though, and in-person payments are usually the issuing bank's liability as well.