Two-faced marketing of MasterCard® SecureCode™

MasterCard® SecureCode™ apparently authenticates online transactions with the card issuing financial institution using a PIN. But check out what the FAQs say! The FAQ for cardholders says SecureCode™ "is" something that protects them against unauthorized use and the FAQ for merchants says it "is" something that protects them against chargebacks. It can seem quite deceptive as in "I thought this was for my protection but it's for the other party's protection!" Though I guess one could also argue that the only problem is that the question should be what does it offer you rather than what it is. I'm also reminded of E-Prime.