And Samsung is really in a panic right now since the chip & pin rollout is going to effectively nullify their investment. Initially they can just strip the "require pin" flag from the magstripe, but eventually opt-out won't be supported.

So Samsung is investing massively into Samsung Pay adverts and promotions in order to get people using it, with the hope that once this functionality breaks that people will continue using it via NFC supported terminals.

I believe they give you $50-100 just to use Samsung Pay right now for one example.