Could new payments authentication rules scupper European Digital Single Market?

Peter Bayley, EVP Risk Management at Visa, asked this question on Politico. This is about the plans of the EU Commission to enforce strong user authentication for payments transactions with PSD 2. Its a great read and shows good alternative paths, which do not cause frustration and additional steps for the consumer. While this is sponsored content (and I guess it is sponsored by Visa), I still believe it is very relevant in the discussion.