How many times have you found yourself shying away from a site because you were worried about what they'd do with your credit card number? This isn't a perfect solution (especially with the limited pool of numbers), but it's nice.
If I had a local bank it wouldn't have been much of a problem as I would have been able to withdraw funds in person. I agree that chargebacks are pretty easy but in my experience the card itself had to be canceled and reprinted causing an inconvenience. Luckily I have credit cards for emergencies such as this.
All things considered it wasn't a huge deal to me personally but I could see how fraud could potentially be quite the problem for some.
Edit: To add, I also needed to print out, sign, and fax an affidavit form for my bank along with a scan of the card itself to prove it was still in my possession.
It happened to me but I got lucky with my CU's fraud detection (froze the card after 2 hours), but took about 8 hours of my time to sort out. Now when I'm at that random liquor store on the corner I tend to ask myself, "Could this be another compromised card reader?"
It's mildly inconvenient to update my recurring billing info, but it's not something I feel like I need a product to solve.
Also, three out of the last four times my card was compromised, it happened during a trip or once the day before I left (on a Saturday). So an overnighted card didn’t really help me. I have backup cards, but it’s still a hassle.
Finally, because fraud is so rampant, the banks seem to have gotten super paranoid about suspicious charges. I’ve had my card declined at the grocery store I shop at multiple times per week. My spouse had her card declined at a local clothing store. Again, not a huge deal because we have backup cards, but it’s both annoying and embarrassing when this happens.
I'm wondering why it's not more widespread. My (small) bank has been providing me a unique card number for every purchase for at least the last 5 years, and they're not usually on the cutting edge regarding banking technology. You can also give a maximum amount that can be withdrawn on the card, and once someone has withdrawn money using that number, no one else can do it.
Only real downside is that the generated cards are all MasterCard, and some merchants don't take anything but Visa.
Too bad they got caught up in the stupid anti-online poker bollocks a while back and can't service US customers.
In fact, I don't even want a physical card (chip and pin will make that difficult anyway), I just want an online service that will generate a new credit card number for me on demand.
The budget tracking etc. is nice (and I understand why you want to add it for customer engagement and blah) but I'd love a totally stripped down service that gives me card numbers and pings me when they're used - and I would happily pay for it.