Re: 2 factor authentication - 'Are you you?', 'Really?'
Or, you know, those Visa and MasterCard SecureCode things where only the cardholder you reasonably can provide the second factor? But ApplePay / Amazon choose not to use them and absorb the liability.
Or, you know, texting you when a transaction occurs on your card like EVERY BANK IN EVERY OTHER EU COUNTRY DOES, for free.
Hell, I was able to tell the woman in B&Q that they'd double-swiped my Italian relative's card because he got two text messages from the bank before we'd even finished bagging up. And that's across international borders.