Consumers can fight back with facts. But they always have been. They write them off as a cost of doing business. It is just an expense. They make this up with high volumes.
Same thing holds true online.
If consumers insist on doing more of their business online, then companies will have no choice but to meet the demand. As the volume of transactions increase, the less each bad transaction affects the price. US businesses are starting to see that now. Japanese companies need to follow in their footsteps. Shop with credit cards - they protect you.