You have to remember not one, not two, not three, but several digits. Not only that. You have to look at a keypad. Oh, and you have to push buttons. Not once, not twice, but several times! Pity the poor fool who accidentally pushes the wrong button. More looking at a keypad and button pushing!
Yeah, I don't get it either. My only guess is the customer support calls for forgotten pins are more expensive to deal with than dealing with the incidents of fraud the pin would prevent.