That reminds me of the time I tried to use Steam. I've never used the service before, but they had a huge sale and I decided to take the plunge, open an account and order a couple dozen titles.
Their anti-fraud safeguards kicked in, they claimed it was my credit card's fault, and by the time I got that cleared up with customer service, one game was no longer on sale.
Customer service reps were unable to credit me for the difference.
So instead of a satisfied customer starting off with dozens of titles and undoubtedly buying more, Steam has somebody who will never use the service again, after all the time spent (including on the phone with my credit card company) and aggravation.
The price adjustment I asked for was under five dollars.