Perhaps this is a question you should be asking yourself. Is your cancellation system working? There was a billing session created the day after the initial charge, are you sure there wasn't an attempt to cancel the that the system failed to register and log due to an error? If I try to cancel and it doesn't work, I'm not gonna waste time trying to figure out how to work around it or filing a bug report. I'm gonna go straight to the charge back.
Is your cancellation mechanism consumer friendly? You don't do proration when people cancel and say you only "meet them halfway" when they go through the effort of requesting a refund in response to this user hostile policy.
There are a lot of very user unfriendly policies and implementations. Sometimes companies that legitimately try to do the right thing get caught in the blowback, but more commonly, companies aren't as user friendly as they like to pretend and have adopted at least some of the pervasive dark patterns.
Is your cancellation mechanism consumer friendly? You don't do proration when people cancel and say you only "meet them halfway" when they go through the effort of requesting a refund in response to this user hostile policy.
There are a lot of very user unfriendly policies and implementations. Sometimes companies that legitimately try to do the right thing get caught in the blowback, but more commonly, companies aren't as user friendly as they like to pretend and have adopted at least some of the pervasive dark patterns.