For us, it was about control. We felt powerless when our issuing banks canceled our cards w/o warning. You're correct in that Final uses EMV to solve for in-store fraud just like rest of industry (which reduces by 80-90%). But if I lose my card or on slight chance someone manages to skim at POS that is magstripe, I can just turn that card off, and all other recurring payments and merchants are unaffected, just need a new plastic.