The reason why I think it's anti-consumer is that by detaching the liability of fraud from the end consumer means detaching it from the whole system. No one really cares about the fraud if the consumer doesn't. The credit card company profits either way, but by removing any concern for fraud it makes more money.

I think a sensible solution is to split the liability between the merchant and consumer. Hiding it from the consumer hides it from the one party that would even care about prosecuting fraud.