I'm curious how this will work for internet transactions though, unless they expect everybody to have smartcard readers
My guess: more businesses will be pushed towards PayPal, which will not use the extra verification, the PayPal fees amounting to a "security surcharge" / insurance policy for the extra risk of such unverifiable transactions.
Remember that under US law, when you pay via credit card, you have rather strong protections that largely take your side when you dispute whether a merchant delivered what you ordered. No such provisions exist when you pay using PayPal. This is especially valuable in the era of internet ordering, rather than brick-and-mortar purchases.
"To derive individual-level predictions, algorithms trawled for patterns between these opinions and the data points the campaign had assembled for every voter—as many as one thousand variables each, drawn from voter registration records, consumer data warehouses, and past campaign contacts.
So, exploit the demographics (e.g. profile and discriminate) when it helps your party, but wag your finger at the rest of the world when they do it even "inadvertently".
Math is more informative than off-the-cuff assertions. Embrace it.