[notatoad]

it is actually worse than that. There is a certain type of customer that will click through the whole process like you describe, and be perfectly satisfied with their purchase but not remember the name of the merchant. Then when it comes time to pay the credit card bill, it's an 'unrecognized charge' and they do a chargeback. They don't look through their email receipts and try to figure out what they've bought, they just initiate a chargeback blindly. fortunately it's fairly easy to fight these as a merchant, but it still takes valuable time.

[saurik]

Slightly less worse than that (sorry to break pattern), but another irritating example: it wasn't them that made the purchase, it was their son, husband, niece, whatever; I often get people sending me threatening e-mails about how I stole money from them, when in fact they share their credit card, PayPal account, etc. with other people and didn't have the courtesy to ask "anyone else know what this is?" before going all ballistic and demanding their money back.

[Firehed]

Recognition issues are comparatively easy to fight (unless it was an Amex payment, as they charge merchants more to get more screwed over) but you still get dinged with the chargeback fee and potentially a higher discount* rate because of the larger percentage of payments that have been charged back.

* Despite the name, you want the lowest discount rate you can get: it's the fee charged by your acquiring bank on top of interchange, and is basically the only thing in credit card payments that you have any ability to negotiate. As you'd expect, having more chargebacks hinders your ability to get the discount rate lowered.