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Fraud is a cost of doing business for Credit Companies and they will continue to cover it. They already have the technology to make it much harder to steal cards, but it also makes the cards harder to use, which reduces their use which is counter to what the banks want, so they absorb the fraud cost.
In the US I can simply wave a card near a card reader and I'm done. No pin number, no signature, zero verification. In the UK I need a card with an embedded smart chip and the associated PIN to make any transaction. It's all about the balance between use of use and ease of fraudulent use.
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