Agreed, but this factor is reduced for in-person purchases from brick and mortar merchants. Additionally, many online web sites feature merchant reliability scores, e.g. Amazon.
Recent US legislation will make credit card processing fees more visible to consumers, with the consequence that low cost payment processors such as bitcoin will be even more competitive.
The Bitcoin protocol has features (contracts) to deal with that, but I don't think it's really implemented/used yet. And I'm not sure how it would work in the context of pizza or other physical goods delivery.
