The case where you have a dispute with the merchant (i.e transaction is authorised but problem is 1 layer up - reality is wrong!) is different. You paid as intended but the thing you wanted didn't happen. Right now those are bundled together.
Sometimes this is handled by marketplace (think aws, vs paypal/ebay and their balance of favouring merchant vs consumer) but overall (e.g. consider shopify who are basically uncontactable in case of merchant disputes) I don't think the payments system makes this very clear. It could be made clear who has the responsibility for resolving merchant disputes and this could be a more explicit point of difference in service offerings.
Consumer protection deals with chargebacks after the payment was made and the products/services are not delivered to required standards. This gives enormous power to credit card companies against merchants and enables obscene rent extraction against consumers who don't require it, yet still pay 2-4% more on everything they buy, even with other payment methods.