It's not really that big a deal to get gas without pay-at-the-pump. Just walk into the gas station, leave your card with the cashier and tell them which pump you're at, pump your gas, then walk back in to sign for the purchase. No codes to enter, ZIP or otherwise. It takes approximately 2 minutes longer than paying at the pump.

And if you think that is annoying, put yourself in the place of a US cardholder--with no way to get a chip-and-pin card--who has to fight with cashiers, waiters, gas pumps, and ticket machines to be able to make any CC purchase in the UK and Europe.