Where I work we aren't supposed to touch the customer's card. This is normally fine, contactless is the norm now that the limit is higher, but when the reader demands the card be inserted for a PIN check - that's where things tend to get hairy.
e.g. Last week, I had one customer insert their card the wrong way around, and they were so confused, I had to pull it out myself and rotate it for them.
I don't understand how this sort of confusion happens, and it's not an isolated case. It's as if they never used chip and PIN before, even though PIN verification is supposed to happen now and again.
Thankfully Apple Pay etc work great and are increasing in popularity.