Recently, October 2015, the liability shift has happened from banks to merchants if they do not upgrade payment systems to chip-enabled devices. Some areas, notably gas stations, are exempted from this until few years later, that might explain why other commentators complained about them. Citing [1]:

"Beginning in October 2015, that liability will shift to the merchants in certain cases unless they have replaced or upgraded their card acceptance and processing systems to use chip-enabled devices and applications to process payment transactions."

1. http://www.emv-connection.com/understanding-the-2015-u-s-fra...