Avoiding gold-selling scams

Tobold has an interesting post up on getting scammed by businesses claiming to sell in-game gold or items. While, yes, it's easy enough for them to take your money and hand you some in-game cash, it's easier still for them to take your money and then not bother doing anything else. (And try to explain that to your credit card company when you dispute the charges...) And once you've lost real money to such a scammer, what's your next recourse? Well, a lot of people will call customer service and complain -- Sony cited frequent customer service calls as one of the reasons they legitimized the trading business with their Station Exchange. But Blizzard's not going to be able to do anything but snicker when you call and complain that a gold-seller took your money and ran, so, really, buying gold could just leave you with a hole in your real and virtual pocket. The only way to be 100% sure you get what you pay for is obvious: don't buy gold in the first place.