The ease with which you can do chargebacks in the US is harmful in a lot of cases imho. I have been a merchant (of digital goods; gaming, not gambling or adult) and got annoyed enough of US chargebacks (including from Paypal) that we started doing annoying KYC and added very long waiting periods before product delivery for US customers. We had certain payment methods (bank, and there were some payment methods that do not allow chargeback) that had immediate delivery. That fixed it, mostly. It hurts sales, but I rather make less revenue and more profit than pay for product only to lose it to scammers.
In the EU I couldn't get a chargeback even when the company said they mistakenly charged me twice, and that I should do a chargeback.
I know that theoretically the law is on my side, but practically I found it to be a huge hassle in the EU.
And of course, SMS 2FA is not secure at all. Now if there's fraud and the scammer used 3dsecure with spoofed SMS, good luck convinging the bank it wasn't you.
"But SMS is not the only option" you say, "other banks have better 2FA", actually, I use other banks too. And they have something insane for 2FA: https://lobste.rs/s/1cyltz/two_factor_authentication_now_ava....
And yes, agreed, SMS stinks. I have tokens for everything and insist on that. Unfortunately some banks now only have sms...
And chargeback was always impossible in my case. In the US I click a button in the webui, or call a phone number. In the EU, I had to come in person to the bank three times, and fill all kinds of forms, and in the end, I still didn't get my money back.
Edit; I know there are more reasons for chargeback and those you can get across the line here too, however, 'frivolous' chargebacks are not good for anyone but they are easy in the US.
My partner's parents were hit hard though, about €5k. They argued back and forth with the bank for about 6 months to no avail. "Sorry, we can't do anything" type of answers. The bank also tried to trick them into signing "fraud forms" that in the fine print absolved the bank of any responsibility. It was only after I actually filed a claim with relevant financial authorities, and then hit the bank with that that they suddenly got their money back.
The interesting thing is that this mentality is so prevalent that even the non-fraud department bank employees genuinely didn't know that the bank is supposed to actually help them. Many of them told us their own stories about how they were defrauded (I have no reason to suspect they were lying because they were family friends, and I heard the stories before our incident).