This is an extremely long-winded article/blog to say the following

> the policy choices available to them impact the user experience of fraudsters and legitimate users alike. They want to choose policies which balance the tradeoff of lowering fraud against the ease for legitimate users to transact.

You encounter well known tension pattern several places. For instance, in safety critical systems there's a tension between safety and progress. Or take IT-sec industry; tension between usability and being secure.