so a system that prevents them losing a gazillion dollars is available, and they opt to instead lose the gazillion dollars. it's their fault, and they should lose that money. we don't need to tell them anything -we just need to point and laugh.
PIN in stores and 2FA online is already the norm in the developed world. It didn't exactly cause a disaster for retail.
There are a few countries where it still isn't completely rolled out (US being the most notable one) but those are now outliers.
> customers are generally happier without it
Again I think this perspectivve is US centric and not global (?).
I'm not in the US or talking about the US per se.
I as a customer want 3D Secure because I don't want to deal with fraud at all but AFAIK it's not that liked among users. And I did run into issues where the 2FA setup my bank offered took a physical letter to initialize/reset and I couldn't actually buy flight tickets I quickly needed (ended up changing cards). So I can sort of see how people can get a bit annoyed as long as 3D Secure is a bit frictionful.
Online businesses would like it if it helps them avoid fraud as well. The problem is that conversion rates drop and so only few businesses implement/enforce it unless it's the law (see EU). Given how simple it is for a customer to ask for a chargeback I don't think there's a clear winner here for using 3D Secure except for acquirers and brands. Issuers don't really gain anything either given their already strong position when handling chargebacks.