I cannot imagine that I would assume that the price had changed in the 4 days between the first and second emails. Until reading this post, I didn't even think that was a possibility. Clearly grounds for a chargeback if the 7 day email was explicit about the $38 price. Maybe it was the TLD and not Hover that triggered the price change but I'm sure that this isn't the first time this has happened and I can guarantee Hover is aware of this possibility and simply chooses to ignore it. I don't think Hover's fault can be dismissed but whatever, chargeback.