Ok I get to understand it now, so you have credit cards in the USA that require secure code for online purchase and you have cards that don't require it, right? So secure code is not as big as I hoped it would be. Imagine that online transactions without secure code wouldn't be possible anymore, the public would accept they have to go through the secure code when purchase a subscription or something else online so there wouldn't be any loss of sales. Also I think it's better to lose 10% sales and decrease your chargeback ratio to 0.5% of lower, than not lose sales and get over the 1% chargeback and lose your processing account. Also a lot of content theft is directly related to credit card fraud, almost every day we deal with Russians who do the purchase through an USA proxy server to get around the fraud preventer, using stolen credit card details. If the secure code was required they wouldn't get through because they don't have this secure code.
Also the way my bank does doesn't have anything to do with mobile phone purchases, it's specifically meant for general online purchases and I think it's 100% fraude proof. They just wanted to get rid of the fixed password that you chose yourself because they probably had too many card holders claiming that someone stole their card details and their password. Now they say to the card holder: so we sent the code to your mobile phone and it was submitted in the form on our website, are you saying that the person who stole your credit card, also stole your mobile phone?
The only time they will still investigate is when it's about larger amounts, let's say $250 or higher, but not in case of a $29.95 charge. I think the banks are getting tired of having to deal with false fraud claims about such small amounts as well.