To my knowledge the initial 3-D secure specifications were created by Arcot Consultants for Visa not CA Technologies...

Regarding 3-D Secure not meeting user expectations, the main issue was not 3-D secure itself but the Cardholder authentication process which required enrollment during the first payment transaction. 3-D Secure is an open Framework which allows the Issuers to define which ever authentication methods in their Issuer Domain. So the main issue was related to the authentication means and methodologies the Issuer chose. Not 3-D Secure itself which remains a modern, flexible and under used framework adapted for CNP and potentially Card Present payment acceptance !

imho
Emmanuel