It's not so much that the burden of
proof is on the citizen, but that the burden of
ongoing defence is.
In most cases, if there's a case of fraud, you file a counter, and (modulo various bureaucratic foulups), you're clear. The merchant almost always eats the cost, and that really should be changed, at least balanced with the financial institution.
The burden is more from the "death by a thousand cuts" variety of having to go through the re-assertion process again and again and again and .... I've been looking at attention and cognition mostly in the context of media, but the simple truth is that most of us are bombarded by all sorts of demands and claims, the dealing of with is an increasingly insurmountable burden.
I liken this to point-and-click computer interfaces. It's simple to graphically delete a few files or folders or message notifications. It's a slight chore when that rises to 20 or 30. At the level of a hundred or so items, most people would give up. With more powerful tools, it's possible to manage hundreds, thousands, even millions of items with dispatch. (Of course, that may increase the likelihood that you'll have to do so.)
Given the frequency of issues and the magnitude of them, presented through current financial and authentication mechanisms, even "easy" repudiation becomes untenable at scale.