Pope...I am sure I saw SFOR do a demonstration (about a year ago) for the exact thing that happened during the AMEX commercial. The ONLY (I stress ONLY) thing AMEX wanted the viewers of the commercial to see is that they are "safe and can have peace of mind" using AMEX's credit cards because AMEX has your back when you make purchases. Again, I could be wrong, but it sure seems to me that they are using OOB authentication based on the user of laptop has to "verify the transaction" on their cell phone or the transaction from the laptop will not be completed or valid. I will let Mark know about it and see what he thinks too.
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