"Here's something else about Discover cards: they are RECTANGULAR in shape, they are MADE OUT OF PLASTIC, and they fit CONVENIENTLY INTO ANY CONVENTIONAL WALLET!"
Thing is, there's this little thing called the Fair Credit Billing Act, which was passed into law in 1974 and has been strengthened in the past decade. Generally, personal liability for the unauthorized use of a credit card is limited to $50; only in extreme conditions (the owner of the card loses the card but fails to notify the bank of the loss within 30 days) might it rise to a maximum possible liability of $500. And if only the number has been stolen, and the customer can prove that the card is still within her possession, the liability in almost all cases is ZERO.
In other words, Discover is "offering" something that every other credit card company offers, and is REQUIRED to offer.
(By the way, did the guy in this commercial buy that turtle online? Sure sounds like it, if he thinks that the merchant who sold him the turtle is using his card number fraudulently. Who buys turtles online? If he went through a local pet shop- you know, the way anyone else stupid enough to want to buy a turtle at all would- why isn't he discussing this issue with that pet shop? And while we're at it, who deals with concerns about credit card theft by just randomly mentioning the issue with a friend? There IS an 800 number on the back of that card. Ever think about using it, moron? I mean, even if you DON'T have any liability, you ought to be calling them with your concerns anyway, don't you think? Do you EVER think?)