You guys do not read the entire Visa guidelines. That quote takes things out of context. The entire paragraph reads like so:
When should you ask a cardholder for an official government ID? Although Visa rules do not preclude merchants from asking for cardholder ID, merchants cannot make an ID a condition of acceptance. Therefore, merchants cannot refuse to complete a purchase transaction because a cardholder refuses to provide ID. Visa believes merchants should not ask for ID as part of their regular card acceptance procedures. Laws in several states also make it illegal for merchants to write a cardholder’s personal information, such as an address or phone number, on a sales receipt.
"Although Visa rules do not preclude merchants from asking for cardholder ID..." What that means is that merchants ARE ALLOWED to ask for ID. It just cannot be a condition to refuse to complete a purchase. Later on it says, "Visa believes merchants should not ask for ID as part of their regular card acceptance procedures." That does not mean merchants are not allowed to ask for ID it just means they can't do it as a regular store policy (i.e. Asking everyone. But if the merchant asks the random person, when they are suspicious, then that is fine.)
Quote the whole paragraph people. Do not misquote and misinterpret the actual policy.
And let's not forget, in the paragraph before where it states the guidelines for an unsigned card, Visa themselves actually lists steps to take in those scenarios, of which, one step IS checking the cardholder's ID.