E*Trade offers to reimburse losses to fraud

A milestone of sorts: E*Trade has become the first online financial company to offer reimbursement to any customer who is a victim of fraud. Most credit and debit cards already carry "zero-liability protection," with banks covering most of the costs of fraud. This is not a huge financial event in that the amount online companies' customers actually lose to fraud is slight. However, it's a welcome philosophical switch with lots of marketing mileage to be had.

> Here's the New York Times article.