Kimmy's right, as usual.
All we can do to fight back is protect our password systems, produce content the customer wants (and can't get anywhere else), and raise the price as the degree of fraud goes up. Pretty soon, the surfer will figure out if he charges back, he'll end up paying more for what he really does want.
Of course, finding some road around the numbnuts at Visa would also be good for business. Digital wampum, anyone?
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