A move to combat fraud? A move to challenge mobile payments/offer a more familiar alternative? A move to streamline the customer experience at point of sale?
Probably a bit of all three. However scepticism abounds in the comments sections on general media outlets, and that shows some of the challenges that remain as 'front of house', consumer facing biometrics continue to creep into our lives (in financial services in particular).
Against that backdrop it will also be interesting to see, when these arrive on these shores, whether this functionality is given as standard on newly issued cards, or whether customers opt in to it.
To bring this full circle, that will then clearly dictate the extent to which these cards succeed in satisfying the three questions at the top!
"....cautiously optimistic about the technology...." Karsten Nohl, chief scientist at Berlin's Security Research Labs