this feature's been available on Chase (UK) cards for at least 2 years and it's been the right pain in the a** for online purchases. For offline... I don't remember having to hand over the card to anybody, all shops seem to be using the touch readers...
If they wish, users can now order debit cards from the neobank Revolut that provide no further details about the card ID other than their own name. The card number is simply no longer printed on it in order to prevent spying during payments.