I can't pay for crossover wine with the card I usually use for online shopping. I have to go through paypal.
The funniest thing I know was when someone got a new credit card and EVERY transaction he tried to make with it was refused because it was 'unusal'. Of course it was unusual, because the card was 2 days old and there wasn't any 'usual' transaction in the past.
Ie. just because you tried to use that card that tripped some detector, now your account is blocked from paying with any other cards, as are the accounts of everyone who live in the same street as you, everyone who uses the same browser as you, everyone with the same phone area code as you, everyone with a similar email address to you, etc.
The worst I've seen was someone blocking entire IP ranges due to fraudulent activity. Once their overall sales started declining, they realized they managed to ban entire university campuses because one fraudsters decided to use the dorm wifi for carding
Especially low margin businesses, where you might have revenue of $20 in a transaction, but a profit margin of just $0.20, fraud is really painful if you lose the complete $19.80. You're happy to turn away a lot of custom to avoid some fraud.
Classic example: Bank loans. They might only earn 1% of the principle, so a fraudster who runs away with the whole principle has to be really rare.
It's also a volume question. If you have low margins but high volumes, you might run a very sophisticated anti-fraud setup to walk the razor thin line around compliant chargeback and refund rates.
From the consumer POV of course it's all the same and annoying at that. But the plumbing behind the system has some insane blunt tools, some programs held together by excel-sheets and duct tape while others are super complex with blackbox rulesets.