Well its the course of action they went which is probably the headline story.
If someone was to charge back any MMO, its standard policy just to terminate the account.
BnS did it very well, even if your CC was wrongfully charged, and you called the CC company.
WoW also has the same policy, you resolve it with Blizzard before you goto Credit Card Company.
Its standard policy to do that...
However its not standard to send people threat emails saying they will terminate your account unless you reverse transaction.
Well it may be also looked as a PSA, however to some people its more of a threat email, which will only infuriate people more.
And well the game is a paid product.
In some countries, it is ok to refuse subscription to access to server.
However it is illegal to refuse access to the game when you paid for the game.
So ban the account, get a reverse on all transactions that was done to the company including the game.
To some hardcore people, that can be a couple of thousand.
And in 90% of all cases, the CC company always sides with its customer, and not vendor.
So this to me honestly feels like Daum trying to beg the customer to not charge back, because even tho they are in the right, they will still lose, and the amount that is being charged back must be significant to sqew quarterly reports for the stock holders.
My overall view...
This will HURT future korean MMO's from considering a launch in the US.
Because Korean Law vs US Law vs UK Law is so different, that daum is realizing things they can do in Korea, arent the same they can do outside.