I still have a hard time understanding what just happened. I'm on this seller's list because I've purchased from him, several times. Would have been at least one more (this was the last time...obviously).
Any way the other day I purchased a product from the email he sent out. Unfortunately it didn't work as demonstrated in the video. So I submitted a ticket AND emailed him with no response (48 hours on a weekday the same day as the email).
I then decided to file a dispute with Paypal, I only opened the dispute to get a response from him and didn't check the "Refund" option. I mentioned I needed the situation corrected or a refund. To my surprise the seller escalated the dispute himself without even attempting to respond or fix the problem about an hour later. This is a digital product so there's no extra charges except his time.
Coincidentally I refunded a product from a seller a day or so earlier (no I'm not a serial refunder), and even though it probably wasn't needed I told them that it was inappropriate/ineffective for my niche. They were very professional about it, they even declined when I asked if instead of the refund to "swap" it with another same priced product (which I ended up buying). I would have no hesitation about buying from this seller again.
The first seller obviously treats it like a "one time sale", while the second merchant knows the lifetime value of a customer. (end of rant)
Edit: There's a "glitch" in the Paypal system refunding payments made with a credit card that sellers especially should be aware of so they can notify their customers - see post #21