The little guy has no chance

I read tonight how the majority of consumers blame retailors for credit card fraud.

http://tinyurl.com/yfwmsad

I do not understand how banks and credit companies have pulled this off. They are in control of the majority of security and yet they rarely have to foot the bill. They always kick down and they is nothing the little guy can do about it.

Let me give you an example. A credit card is stolen. It's used to purchase some goods. The card is aproved on payment by the gateway. They may or may not have enforced AVS. The goods are dispatched.

Some weeks later there is a charge back; the owner of the card challenges their bill. The consumer is given their money back by the card company, then, dispite the fact that the transaction was approved by the card company, they demand the money back from the retailors and there is nothing that they can do about it.

Things have improved with the arrival of 3d secure payments but I don't know how they get away with it. The charge back is the thorn in the side of the small business and there is very little they can do about it. .