Suing in small claims court is a) a massive ordeal (even without the lawyers) and b) a permanent, public record that you can legally be discriminated against for
In my experience your only real recourse is a chargeback (which, to be fair, will almost always work), but that only is an option for a few months after your purchase.
Are you sure you're talking about the same thing?
Also, the discrimination thing is a result that I've not (personally) heard anyone mention before.
I'm not sure how to respond to your second point about discrimiation, it becomes public record and "suing someone" isn't a protected class. Here's something I found after a brief google: https://law.stackexchange.com/questions/17917/can-companies-...
I guess it's just a difference in terminology. :)
But small claims isn't as difficult as you make out, at least in the UK. In some areas there are specialist law firms who do all the work for you and will to take the case no win/no fee (but often they will take a share of any award as well as full court-awarded costs in return). Their entire business model is to make the process as pain-free as possible for you.
This works because some companies have a policy of ignoring and/or fobbing you off continually but will immediately settle when you issue proceedings against them because the cost to them of any outcome which involves going to court (win or lose) is higher than the cost of settling (eg Ryanair is pretty notorious for this).