You don't need it both ways. The seller is capable of managing his risk, because that's what he does as a business (vs. an individual just selling something on ebay, which is a different story.)
The reason that paypal, Visa, Mastercard, etc put the burden on the merchant is because the merchant is capable of dealing with that burden, or the merchant probably deserves to go out of business. Consumers shouldn't be expected to trust merchants, and Bitcoin's core protocol will never see widespread consumer adoption - it'll only see that adoption on the backs of companies that layer anti-fraud and other services on top of bitcoin. Anti-fraud is simply part of running an online business that doesn't ship things that require a signature. I've run a business selling digital goods for 16 years and have experienced plenty of fraud - it is all able to be dealt with if you're smart about it as a merchant. Just a cost of business.
Paypal, Visa, and Mastercard are the money processors of choice for US merchants for a reason - customers like them and they work for merchants, even if they can be a pain sometimes. Ultimately, the fact that they are a pain sometimes, due to anti-fraud measures, is one of the major reasons that consumers use them, and merchants go where the consumers go, not the other way around.