It's dangerous to label such things as fraud. Chargebacks are a consumer protection mechanism of last resort as well as a remedy for unauthorized charges. If a merchant doesn't deliver what they promised and doesn't issue the appropriate refund, the merchant is the one engaging in fraud.
Imagine how much worse it'd be if the dispute process didn't exist. "Oops, our only cancellation department employee retired last year and we forgot to replace him!"
Like services that will gladly let you signup online but then require you call a phone number, with very long wait times and only during certain hours, to cancel. And then be harassed about a cheaper offer while you try to cancel.
I have been a merchant and dealt with erroneous chargebacks, but I have zero sympathy for companies that know exactly what they’re doing — trying to fatigue or confuse the customer into not canceling.
If you try to blur that grey area and tilt towards deception (“maybe if we don’t tell them when it auto-renews, our churn will decrease”) then you deserve every single chargeback you get.