I also think one of the other barriers to using this is the "hassle" factor. Credit card companies have been advertising for years on hassle free, quick, fast, easy, payments, just "tap" the card, pay and go, instead of inserting into the machine or swiping, etc., etc....
Now they are saying that for an online purchase you will need to first access the bank system to request a key for use of a purchase, receive the key, and enter it on the vendor's site, all within a certain timeframe, and you are just looking for problems. It would almost be easier to just have a pre-authorize system for all purchases, wherein you simply tell the bank you are about to make a payment to company X using your card, otherwise the transaction fails...
If they want to really move to a single use/changing CCV system, it needs to be built into the card, similar to RSA SecurID tokens with a small LCD screen changing the token on an algorithm tied to a seed for the card. And have the user of the card also need to input a pin that they have set so it is pin+token value (or some kind of combo like that) to prevent the loss/theft of the card from allowing it to be used directly (since the thief would not know the hidden pin).