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Again, playing on the fear-based scenario of getting your data stolen and becoming a victim like so many others.
Using social proof to create desire with phrases like "everyone I know" & "10's of thousands around the country"
Continuing to out the enemy and finishing with the fearful scenario of getting your financial data stolen.
After stirring you up about the credit card companies & danger at stake, they present their chip blocker as the solution & first action step.
A key part to building an audience that bands together is having a common enemy. In this case, the enemy is the credit card companies & the product they're pitching protects you from them.
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