Because, as the man on the wireless explained, they have yet to catch up with the technology.
It's a matter of profit margins, shareholders and investment.
They thought they had it covered but as usual the criminals were at least two steps ahead.
The US are, apparently, several years behind us on Chip and Pin so most of the cards accessed are Yanks with old fashioned magentic strips and nowt else.
If, like me, you deal mainly in cash you won't have a problem.
The only card I have nowadays is a debit card on one bank account that never has more than £200 in it. I have no credit cards thus my maximum possible loss is limited to £200.