Just had my first EMV transaction inside the US at Walmart today, they turned it on just yesterday, apparently. This will definitely cause me to shop at Walmart more at the expense of other grocers... why? Because unlike Rosauer's (URM Stores... read about it, they had a breach as bad as Target) and other magstripe retailers, I can feel confident shopping at Walmart won't make me a victim of fraud. Good job, Walmart.