I think the supermarkets near me like it because it keeps queues moving faster, since just tapping it on the pad is quicker than having everyone stand there typing their PIN in.
Chip and PIN was originally mandated over here specifically because it made it harder for people to use stolen cards, since it was really easy for people to learn how to forge signatures. It's absurd that we've somehow gone back to a system even less secure than the one that was replaced for security reasons.