But that's exactly my point! People perceive credit cards as safer and don't try anything else, so the perception remains prominent.
It's just a regular trust bootstrapping problem that could only be solved by powerful market players breaking the cycle, and it seems like there isn't really appetite for that in the US.
> Apple Pay gives the merchant a generated CC number (per-card, per-device)[...]
Ah, yes, it does generally protect you from merchant data breaches. But your original point, "you're never out of more than what you hand over", is not quite true – the original merchant can post some subsequent charges on Apple Pay as well without you having to accept anything on your phone.