These sort of exploits are significantly more difficult in other parts of the world that have switched over - the United States use of the outdated "magnetic stripe" for security is not only putting american consumers at risk (Yes, I know, you can always challenge a charge, IF you notice it sneak onto your card, AND if you got to the effort of getting it revoked. Go talk to someone who's been the victim of identity/credit card theft to see how much FUN that is) - it's also putting all the other countries that have to continue to support legacy card systems.
At the very least, the credit card agencies in the United States could start rolling out the Card Machines to NEW businesses, in preparation for the eventual upgrade of consumers.
My only guess is that they've done a RISK/REWARD assessment, and decided that the cost of upgrading all of these systems is more expensive than what they are losing to fraud.