That is called "friendly fraud" if its the case of unauthorized credit card use orbuyer's remorse.

You said it was mainstream. If there were physical goods shipped and received then you have real fraud. If it was a subscription or digitally transmitted goods you are probably shit-out-of-luck.

If you use 3ds (verified by VISA or Mastercard secure) you can transfer the liability for chargebacks to the credit card associations but you will wash out or lose a lot of otherwise legitimate sales.

Because the card issuer is the final arbitrator the process is biased in the card holder's favor and you will eat the loss in most cases.

In all fairness, friendly fraud should not be reflected in your chargeback ratio -- but it is.

http://www.ecommercetimes.com/story/70630.html

You are not the only one with the problem.
This most commonly occurs with the banks in the USA.