Reg E is not fair. I've never heard anyone say it is. And V/MC are just as interested in transaction volume as the bank. In the long run, you want to make more than you lose. But there are claims on which you will lose.
Reg E favors the consumer. It always has and so long as banks are making money, it always will. In fact, the law even tells us the burden is on the bank.
15 U.S.C. Sec. 1693g, Consumer liability
(b) Burden of proof
In any action which involves a consumer's liability for an unauthorized electronic fund transfer, the burden of proof is upon the financial institution to show that the electronic fund transfer was authorized or, if the electronic fund transfer was unauthorized, then the burden of proof is upon the financial institution to establish that the conditions of liability
As a shameless plug, this is the kind of question Brian and I will be covering in our upcoming webinar. It recaps Reg E requirements, and focuses on debit card rules like this.
http://calendar.bollearningconnect.com/main.php?view=event&eventid=1281723524271