That's what I thought of too. When I imagine the customer who's getting scammed today, I see someone who would blindly call their company for an auth every time. (Remember that the scam company will be right there telling him how to get the auth, with a bogus story about why the company is blocked.) So the credit card is as insecure as ever; it's just The One That's Hard to Use.

Making customers use a throwaway number for untrusted merchants would actually start adding protection, since even clueless customers would not be able to hand their main CCN to bad merchants.