A merchant who declines to fight a $200 chargeback sees a $215 line on the dashboard: the disputed amount plus the non-refundable dispute fee. The real cost is about twice that, because the dashboard leaves out other losses.
On the same $200 order, the product itself cost perhaps $70. Another $6 in card fees is not refunded. Winning a customer costs a typical direct-to-consumer merchant $25 to $60 per order, and that money is wasted once the order is reversed. Carrier fees for the shipping label add $8, plus the labor to pick and pack.
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The true cost of the $200 chargeback comes to $370 or more, depending on your costs. Across a few dozen disputes a year, that gap can decide whether a product line makes money.