I would say that is the case, which is why—you'll hear this from the retailer side sometimes—the payments industry got together, in a rare event where all the competitors got together, and created the PCI, or payment card industry, standards. PCI standards are standards for retailers.
Now that the online marketplace is burgeoning, they were storing lots of card data on websites that could be hacked. We're all aware of data breaches. We're aware of Winners, PS3, and that type of thing. It's incumbent on us as an industry to make sure we put out standards to safeguard the consumers' data and their privacy.
That is where the PCI standards came from. It's a global initiative and it's rolled out—I'm sure it's through your network as well—where it's embedded in our rules, and merchants must comply with this so they can safeguard their end of the financial transaction and ensure they're not storing data they shouldn't be that puts consumers in harm's way.
Quite frankly, it's the banks that issue the cards that ultimately hold the risk, because they do protect the consumer with zero liability.