And, again, credit card fraud protections are for customers, not merchants.
If your credit card is used fraudulently, your credit card issuer gives you back the money. Where does it come from? The merchant, who loses the money.
Accepting a fraudulent credit card payment is exactly the same as accepting counterfeit bills (a fraudulent cash payment). The merchant is out the entire value of the payment. It is exactly the same as having the merchandise stolen directly.
If merchants were protected in the way you seem to think they are, they'd have a fantastic incentive to commit the fraud themselves. And Sony wouldn't be stuck in a lawsuit with their insurance company.