I just had my first EMV transaction inside the US at Walmart, they turned it on 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, they had a breach as bad as Target) and other magstripe retailers, I feel confident shopping at Walmart won't make me a victim of fraud. Good job, Walmart. The only thing is, cashier's need a bit of training - the cashier was both confused and fascinated, as apparently mine was the first EMV transaction she had seen.