Yet another laymen's question

As far as I understood it, currently, card issuers are liable for fraud (such as skimmed cards) and the like, and the liability shift pushes that liability onto merchants who are can't process EMV after October 1.

The article indicates as much by showing what banks lost last year due to fraud.

Yet every merchant I know says they have been on the hook for every chargeback (and I'm not referring to someone who disputed because they were unhappy with the merchandise or felt they were overcharged, etc. - I'm specifically talking about people who claim they never made the charge or it was fake cards, etc.). If so, then what exactly is the liability shift changing?