I'm curious as to the rationale about "not letting people walk all over you." Is that an ego thing? Because, businesswise, it is just as easy to say "We ALWAYS give refunds when asked" as it is to say "We NEVER give refunds when asked", and it costs vanishingly little more money to say the first than the second. Your pathological customers know a variety of ways to get their money back anyhow (cough mention "chargeback" in a thirty second call to their bank cough). You might as well take the opportunity to give your good customers a feeling that you're not risky to do business with. Heck, make it a sales point: we don't want your money if you're not ridiculously happy with the service. (A/B test this if you don't believe me, but I think it is probably a clear win.)

I've done this for almost five years with BCC, offering a published policy of no-questions-asked refunds for 30 days (and the actual practice is that I will literally send you a check 4 years later -- I did it once). My refunds over the interim run under 3% of sales. In the last year, off the top of my head, it is closer to 1.2% (switching to the online version prevents all sorts of problems).

Otherwise I rather like the advice, although if you're not marketing to techy people like web designers I would suggest getting a great deal more comfortable with SEO than this would suggest because Google is the Internet.