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Is it a marketing fail? Those of us in the industry know  PCI but the public does not. Branding to help build consumer awareness & choice and motivate adoption would go a long way.

Today when consumers present V/MC cards anywhere they are accepted without question because merchants know they will be paid. That is trust. V/MC success stems from that trust. 

With no card how can a merchant trust a consumer? By asking someone they trust if the consumer can be trusted. Who do merchants trust? Again, V/MC. The change is the mechanism for conveying that trust.