While that may be technically correct, it's ignorant of the fact that costs are always passed down the line in any economic relationship like you're describing.
That fraud protection costs the card issuers, which is the basis for that merchant fee, and the merchant passes the cost on in the form of higher prices. (Merchant accounts with higher fraud rates will pay higher fees!)
So from another perspective, you actually are paying the bill for those unknown percentage of frauds, which you wouldn't be as much on the hook for so directly if only everyone was responsible for their own individual security.
So, credit card or not, the cost is there, even if I pay with bitcoin or ether. Except of course for the benefits of the credit card.
If people start charging less when paid via methods that have less chargeback risk will you reassess?
Only if the vendor of the TV is abiding by the rules of the credit card provider not to offer discounts for cash transactions.
In effect, the customers buying TV's with cash, paying the same, are paying a "credit card tax" to support the credit card users.
Also, they pay the same, but don't earn any of the incentivizing kickbacks (points, cash back, ...).
You're transacting with the merchant, and a third-party, the credit card company, helps itself to a piece of the action.
Whether that is coming from you or the merchant is the wrong view.
The transaction between the two of you pays it.