Fraud victims facing cold shoulder

Some British banks are no longer going to offer blanket coverage of losses for customers who are victims of phishing scams. This article goes on to talk about the lax security measures that some British banks are taking to secure their sites. Maybe I'm missing something but I don't see how increased security, stronger password requirements, more authentication necessarily protect consumers and ecommerce sites from phishing. If you can convince someone to give up their user name and password with an email, what would be the problem with getting them to give up other kinds of personal information that could be used to compromise their accounts.