[Sire]

This business will fail even though the idea to improve the chargeback process is a good one (for both merchants and customers).

Most customers don't know what a chargeback is. Those who do will never find your site. Only if you sell your service to the credit card companies will this work.

[saurik]

That seems to be how BillGuard (a site that seems to have a similar purpose) is attempting to play this: to provide a service to users, but really attempt to get the ear of banks as a value-add to their online offerings.