I have never ever had to request a chargeback from my credit card company. I have, however, returned many items which were voluntarily refunded by the merchant, even those items paid with cash or cash equivalent. But then again, I also don't buy from sketchy vendors that have no incentive to want to gain/maintain your trust.

I made a purchase from a site operated by an artist I had been a fan of for 8 years. The order was never fulfilled despite my PayPal account being charged. No one from the site ever returned my messages. I reversed it without issue. If it had been bitcoin, I'd simply have lost the money.

Consumers like knowing they have an element of protection when buying something from a store they can not visit from people they'll never meet. As someone that has worked with ecommerce websites for the past 15 years and currently has $110 worth of bitcoin in my wallet, I don't think that is likely to change anytime soon. Especially not with the current pitch of bitcoin.