To be honest: This is more based around the terminal designers, both hardware and software, than anything else. For far too long, the designers have been shit hardware and software while charging an insane premium. The cryptography required for processing chip transactions requires more horsepower yet the exact same hardware specs are being used.

Furthermore, the chip is not only protecting from cloned cards, but also protecting from the vast malware breeches that occurred at Target, Home Depot, and more.

The decision is right. The crap the processors are pulling with their terminal designs is not. The processing market is ripe for someone to break formation and accept smaller margins in return for a well designed and faster terminal.