Speaking as a merchant, I can tell you that the "no consumer protection" is actually a good thing. Businesses spend obscene amounts of money on accounting/fraud departments to insure against chargeback fraud (90%+ of chargebacks are fraud from the customer's side). Therefore if this is not an issue, companies will be able to significantly decrease the price of their items.
So you will end up with something like this:
- Buy an item with credit card, the price is $100
- Buy an item with bitcoin, the price is $75
Legitimate businesses will quickly get a reputation for being honest, for example if you walk into Walmart and buy a new TV, they aren't going to outright scam you simply because you paid in bitcoin. Most people don't buy things on tiny unknown sites anyway, they gravitate towards the big sites, newegg, ebay, etc.
Actually, it takes 6 months to "confirm" credit card transactions, if we are using the word "confirm" to mean the equivalent of a bitcoin transaction receiving confirmations. 6 months is the cutoff point after which credit card fraud is no longer possible, however as merchants we obviously can't tell people "wait 6 months before receiving your item" so we just choose to risk it and let them have it immediately - this is exactly the same as letting a bitcoin user take their items before the transaction has been confirmed. I've already implemented a 25% discount on all of my products for customers who choose to pay with bitcoin.
I can even imagine companies in the future with services for payments with Bitcoin that includes costumer protection.
- Buy an item with credit card, the price is $100
- Buy an item with bitcoin, the price is $75
- Buy an item with bitcoin, including costumer protection, the price is $90.
The big thing about bitcoin is that enables a new way to send money online everywhere in the world, and peer to peer.
Everything that exists already is posible to do it using bitcoin.
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me encanta!!! 
