Why right now? The liability shift is still months away. Many of your customers don’t have chip cards (in fact, many of them probably have no idea what that even means).
So why now instead of later?
U.S. is 14 years behind the EMV curve
This is not just another new program from the card brands. Europe and most of the rest of the world have been using chip-based technologies to combat fraud for 14+ years. So we in the US are already behind the curve (or, potentially, behind the eight ball, which leads me to the second reason).