> And always refund customers who cancel right after the first bill
This. I signed up for an Amazon Prime trial, and forgot to cancel it (even though I'd setup a calendar reminder I missed). I remembered a week later, and was a bit unhappy that I'd been charged. I logged in to cancel it so I wouldn't be billed again the next year, and Amazon said as I hadn't used the service since they billed me they would provide a full refund.
This. I signed up for an Amazon Prime trial, and forgot to cancel it (even though I'd setup a calendar reminder I missed). I remembered a week later, and was a bit unhappy that I'd been charged. I logged in to cancel it so I wouldn't be billed again the next year, and Amazon said as I hadn't used the service since they billed me they would provide a full refund.