Well written Jeff. I am into the digital business for more than 17 years and I totally agree. Offering an easy refund policy helps building a strong customer relation. But let’s face the truth. The majority of theme and plugin developers are very small teams or even one man shows. They don’t have the manpower for marketing. Therefor they sell their products on the big market places and are bound to the operative policy. Have you ever tried to get a refund from the big E? It took me 4 weeks because a theme was full of bugs although E claims to test each new theme and plugin. What the market needs are new channels and places to help developers selling their work. Better terms, higher commission for the developers, recurring charges for upgrade protection and 30 days “Money-Back-No-Question-Asked” policy. And this is not as difficult as it may sound. Remember, there are countries with a 14 days statutory right of withdrawal for every purchase made online (e.g. Germany). Introducing serial numbers to register themes and plugins (for update purpose and to get support) makes it easy to separate the chaff from the wheat. To stand out of the crowd you have to transform customer satisfaction into customer enthusiasm.