Having dealt with chargebacks as a merchant and user, my experience is that credit card companies will either issue the money back immediately unless disputed by the merchant, and upon dispute it's up to the user to provide proof of why the chargeback is warranted. And it looks like proof is easily gotten with all the promises cited in the article.
As a user, issuing a chargeback was a last resort if merchant was giving me the run around. Haven't issued a chargeback on a purchase years old, but have done so on one from a travel/airline site about 3-6 months old.
If users still have the credit card used to pay for the service, I would see about issuing a charge back. Looks to be enough evidence of false advertisement, specifically the emails that free lifetime users received.
Thought process on this? If a person needs to dip into their retirement plan because a start up fails then they would be penalized, if that's the situation it's better to just keep it in cash.
As a user, issuing a chargeback was a last resort if merchant was giving me the run around. Haven't issued a chargeback on a purchase years old, but have done so on one from a travel/airline site about 3-6 months old.