Capital One Visa is going to be sending me Chip and Signature cards soon. They are the first to offer any improvement over the magnetic stripe card. This technology helps avoid credit card fraud via counterfeit card fraud, which is much more prevalent than lost card fraud in the US. It's a step in the right direction.
Everyone in the G20 except the US has been using Chip and PIN cards for quite a while. With those you need to remember a PIN and enter it at every transaction.
Ironically, my Capital One card is primarily for online transactions where the chip will not help.