This goes from the transaction terminal to the bank's server room.
Europe has had chip cards for over 20 years. In the US, it was very recently implemented; only in the past year.
It wasn't that the US banks were occupying some "sweet spot" of retail transaction risk/reward; they simply didn't want to shell out the extra bucks to send people cards with chips in them. Neither merchant nor bank wanted to pay for chip-reading terminals. So, nobody budged until just the past year.
I don't know whether it was legislation, or perhaps the growing cost of credit card fraud (i.e. card skimmers, etc), but for whatever reason, it certainly wasn't a "sweet spot". We've had chip technology for 20+ years, they just didn't want to pay for it.