Does your bank also reject all non 3-D Secure transactions?
Unless this is the case, having 3-D Secure only benefits merchants as the liability will now be shifted from the merchant to the cardholder (e.g. the cardholder is now liable for fraud) while the (stolen) card can still be used for a non 3-D Secure payments.
The liability is with the merchant for non 3D secure payments, just as it's with the provider for old stripe-and-signature payments even after the switch to chip-and-pin.
Unless this is the case, having 3-D Secure only benefits merchants as the liability will now be shifted from the merchant to the cardholder (e.g. the cardholder is now liable for fraud) while the (stolen) card can still be used for a non 3-D Secure payments.