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It's not a normal business day. There is a department staffed with employees to deal specifically with chargebacks. Therefore, there are costs associated with chargebacks. Therefore, the bank loses money.
Legally, you cannot come up with enough proof that the cardholder did the charge in question. Proving that the IP address used to access the site is the same used at sign-up is worth dick all. If I steal someone's card, sign up from home and access from home, does that mean that the transaction is valid because both IPs are the same?
The only way to prove it is to access the customer's ISP logs to see that the IP in question was assigned to the customer... good luck doing that. Until then, Visa has to continue to allow customers to do chargebacks, because we can't turn around to our customers and say "I'm sorry, I think you're lying... you did download that porn".
You're in the porn business. This is one of the risks of the business. Kinda like when you open a store, you risk having things shoplifted. If you don't like the risks associated with the business, get out of the business.
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