Everybody is busy and would love more time to focus on the issues at hand. In fact, getting back spent time is more valuable in my book then what my "hourly" rate is. Opportunity cost is the main reason. So when evaluating a specific technology, make sure to value your team's marginal time appropriately.
Unfortunately for many business owners, many of them will only be reading and hearing about the importance of EMV in the coming months, as the story gains national coverage - with 20 days to go before the liability shift occurs, many will be left wishing they were better informed, at a much earlier time.