But it is a burden on the customer to use it. And in the US at least, you want to let people pay you as easy as possible, not have them jump through hoops like it is in the EU with a second factor authentication. Different approaches.

Having to dispute transactions or beg my bank to please let through a given payment, yes it’s really me (because they only have antiquated and often very insecure ways of establishing my identity) isn’t thrilling either.

3DS on every transaction is definitely frustrating; 3DS on no transaction just shifts the friction elsewhere.

You've moved the goal posts, I saw your other replies in the subthreads.

Burden? Not really.

I get a popup on my phone via the issuers app

  CONFIRM DENY

And after clicking CONFIRM the transaction goes through. Adds maybe 3 seconds to the process.

This is online only. On site payments of ca. 100$ or less are tap and done. For higher value transactions a PIN is required.