Exactly. This whole thread is a summary of what banks need to do with cards.
1. get rid of the stupid 1 sided design without raised #'s. don't make your card difficult or more time consuming to use.
2. If you offer cards with no international fees, then naturally put a chip in that card so clients can use the card internationally the way you are promoting it.
3. if you do use metal make sure #1 & #2 are followed first. And always provide a way to destroy the card.