The "40% higher conversion rates" for not requiring CVV is extremely suspect to me. Looking at the paper, it wasn't an A/B test, but comparing entire sites. There could be any number of variables causing a difference in conversion rates.

On top of that, there is no published date, but it does mention May 2007 being in the future. Six years is an eternity in the ecommerce space, and I have a feeling people are more familiar with what the CVV code is and where it is located today.