I think most of us were pissed that they said they were robbed. In fact, it was fraud. Jeff said, "We were robbed. Someone made off with 16 guitars." If he reported it to the police like that, he'd either be laughed at, or given a pretty stern talking to about filing a false report. He pretty much had us all convinced it was a hold up, and people took guitars out of the warehouse/showroom. You can't get "robbed" by CC fraud. There's no threat, and no weapon involved. I think he chose the wording to garner more sympathy. Saying, "we got scammed in an online sale" doesn't sound as juicy as, "we were robbed, and someone made off with 16 guitars." I haven't been robbed, but I know people who have, and it's way more traumatic than credit card / bank fraud. Even if the amount is the same. I really felt bad for the Kiesel guys when it happened, and then I was super pissed when I found out that they was no robbery, and not even a burglary.