I never said they weren't. There are four parts of a credit card transaction with a company like VISA: (1) VISA, (2) the financial institution issuing the VISA credit card, (3) the merchant, and (4) the consumer. VISA has literally ZERO responsibilities in any fraud case. The consumer rarely gets stuck with any liability. It generally falls to the card issuer and the merchant. Despite the rules, you would be surprised how many times the card issuer gets stuck with the "bill" behind the scenes.
There is sometimes another party between the issuer and the customer. For small community banks, their name may be on the card, but they are only fronting for the real issuer. That’s why some customer service calls are answered with something like ‘Bankcard Services’. Until they get your name and account number, they don’t even know who you bank with.