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omg, that's awful.
I had a problem redeeming a Sony gift card. I got the promotion where I got 2 Sony gift cards for buying a reader. I put a book in my shopping cart and went to check out. The book got charged to my credit card without ever asking me to enter a gift card number. Turns out, you are supposed to enter your gift card BEFORE you ever check out. (I am an ecommerce consultant for Fortune 500 companies, so I can give you my professional opinion that this is LAME-ASS LAME.)
I tried the live chat and never got connected with someone, so I wrote Sony an email about what happened. They said that ebooks are non-refundable, so too bad. I decided to eat the expense rather than call, so that I wouldn't have the nightmare phone call that you describe above.
eP
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