http://news.zdnet.com/2100-9588_22-6086846.html?part=rss&tag=feed&subj=zdnn

I suppose this is what advertising has been leading up to all along.

How much would you pay for a sale? How did they know it's guaranteed and not a charge back, etc?

Fraud will always occur. But I think a lot of click-fraud artists would rather click on an ad rather than give people his credit card number and then go through the trouble of a chargeback. It's also a lot easier to catch a fraud artist when you have their credit card number. :)

As for normal customers going through the ad, buying, and then charging back... I don't think that would happen any more frequently than a customer that did not get to your site through adsense. When not trying to defraud someone, chargebacks usually occur because your service was inadequate, and that's not Google's fault.