I work in the smart card industry. In fact, I'm a leading advisor/developer for EMV (Electronic Visa, Mastercard).
The reason this stuff never takes off is simple.
For the user at home, username/password is good enough and so is CC#. Consumers don't want the hassle of hardware and hardware drivers, even if they're free! (Case in point, Amex gave away thousands of smart readers to Blue users and the BlueCert system failed)
The market is too soft to penetrate it with items that in the end, wind up making more work for the consumer. (Installing hardware and drivers is a lot of work for people who don't know any better)
Don't buy.