I think the truth of the matter is control over, and knowing who is buying and using the product. Unless Frank has complete control, I don't know how he could honor his money back gaurantee. That issue must be overiding increased volume of sales.
Good point INDY. If the Canadian distributor is the one that people go back to for the refund - fine. I wouldn't have a clue of how to resolve the situation between Frank and the distributor for potential price adjustments without the Canadian distributor communicating every sale name and address to Frank ..which ultimately brings it back to Frank for assembling the information and verifying it - etc..etc.
..but that Canadian guy is still up on Frank's site ..so I see no reason why a Canadian customer shouldn't go to him. If they're not satisfied, they need to go back to that guy and not to Frank.