It's interesting because according to my understanding, the U.S. is actually using a pretty good system for dealing with credit card fraud in general...which sadly seems to be the rare exception in regards to consumer protections in the U.S.
Basically -- again, as I understand it -- the losses due to credit card fraud is either on the merchant or the card-issuer -- generally the two groups most equipped to deal with the issue. If Visa thinks it's losing too much money due to fraud, they have the control to influence change on the system, put more resources into detecting or preventing it, etc. But they can generally view it as a cost-profit analysis, and handle it appropriately. Of course there's side effects, it costs all of us involving the courts or police, to some degree, but in the absence of a perfect solution in an ideal world, that's something that was going to happen anyway.
Which isn't to say the future couldn't change; money-ed lobbyists, such as Visa, can get the laws in the U.S. system modified to put the onus on the consumer, or on the business (which could drastically damage small businesses), but for the time being, the system does seem, to me, to be working well ... here.