Originally Posted by Points Scrounger

It's not the dollar amount from fraud as such, but having been cloned three times , it's the hassle of having to process fraud reports, cancel cards and issue new ones. That having been said, it was the Target business and similar that had the public clamoring for EMV.

Chip and Signature is another kettle of fish. The short answer is: it's an "easy copout" for them. I have seen reports that say that going Chip + PIN requires a massively expensive overhaul (vs. Signature), though don't understand the technical reason why this would be so.