Just remember that just because a merchant represents doesn't mean you can automatically deny the claim, it just means that you most likely don't have chargeback rights. Reg E is between you and your customer, chargebacks/retrieval requests are just a way to attempt to determine if the customer did the transaction or to recover funds so the bank doesn't take the loss.
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"The reason I talk to myself is because I'm the only one whose answers I accept."
- George Carlin