E*Trade Financial has gone where no other online brokerage has gone before: It's offering full reimbursement to customers who are victims of online fraud through unauthorized use of their credit and debit card information. But some industry observers, according to The New York Times, say the offer may be only a sales gimmick, since there has virtually been no loss via fraud. However, it may encourage E*Trades fellow onliners to follow suit, which is a good thing for banks in particular. Since the 1970s, banks have had to bear loss for fraudulent losses, and the announcement should cheer banks that traditionally carry the bulk of losses – less the $50 for which consumers are liable.