For many businesses, it represents a major change in the process. Restaurants, for instance, are having a heck of a time with it. For a few months, one of my favorite restaurants would bring me the check, have me write the tip on the check, then take the card and go enter that information, and then return with the slip for me to sign.

Personally, I liked it, but it's different enough that most customers would probably hate it... And the restaurant definitely didn't like it. I could read it in their faces every time they brought the bill and explained the system. (I'm regular enough that they eventually stopped explaining, though.)

Other businesses have to deal with people just plain not understanding what's going on for a while. Many people here are so set in their ways that a small thing like "insert" instead of "swipe" is enough to confuse them to the point of having a bad shopping experience, which is obviously bad for business, not to mention how much longer it takes to check people out when they spend so long fiddling with the card machine.

Finally, neither the store nor the customer were responsible for fraud. With the credit card company taking the hit for that, there's very little incentive for them to change.