#1: well, the bookshop can dispute the chargeback (I don't know what the success rate for this is) and if the cardholders makes too many chargebacks their card will probably be cancelled. But yes, I can go to a bookshop, buy a book, and then call my bank and say the charge was fraudulent or the product I bought was never delivered, and they'll give me the money back (and not pay the bookshop). Well, I could if bookshops in my country accepted credit cards :)