October 1 was a game-changing day as far as credit cards are concerned. That's because this was the day that the EMV rollout went into effect in the United States. Although "rollout" was the term used to broadly describe what took place, October 1 did not actually signal a mandatory implementation of EMV across the board. Instead, it represented a fraud liability shift, wherein merchants - and not card providers - will be largely responsible for dealing with fraudulent transactions if these merchants are not EMV-enabled. This shifting of responsibility is meant to spur retailers to quickly adopt EMV processing capabilities.