1. The counterfeit fraud liability shift is not a deadline, it's an incentive. 2. EMV does nothing to prevent data breaches which is being alluded to in the comments. It may change the ensuing fraud - pushing it online. 3. The U.S. would have been better off promoting mobile authentication and card data tokenization solutions to leap frog EMV and get ahead of the curve where things are going versus investing heavily in catching up. This approach would have been much more efficient for the payments industry and the nation as a whole and would have better positioned the U.S. for the future in payments.