Chip and Pin is a standard in most of the first world because it insures more protection from identity theft. The reason the United States hasn't adopted this standard is the increased cost for credit card processors to read these cards (old equipment won't do it). I propose that there be a new law requiring the adoption of chip/pin systems for any NEW credit card machines sold. We have to start somewhere.
If the Target data breach has taught us anything, it's that we are all behind the times when it comes to identity security.