This is an awesome article. EMV would not be a silver bullet but it sure can serve as an additional layer that makes it difficult for the fraudsters to commit crimes. However, I believe 2 things need to happen before we see any real changes: PCI growing some teeth and liability be truly shifted to the weakest link in the chain. If you ask merchants about their data they would tell you that they "think" it's safe because the payment processor is supposed to be "secure". there is no real ear of data breaches among small businesses as they really don't get to feel it since it's somebody else's problem, the only fear could be business's reputation and certainly not loss of money in the form of penalties or fines. It's the regulations that need to be defined with education at the core and then be enforced.