To me, ideally the end result is a chargeback instead a customer support refund. Otherwise they have no incentive to change. A high chargeback percentage could be that incentive.
I think the credit card companies expect you to attempt to talk it out with the merchant first though, so you'd still want to reach out to customer support first to "give them a chance".
Chargebacks don't tell the full story, telling support "Hey you told me to pay $5 to see my pictures but there were no pictures. Give me my money or I'll file a chargeback" has a better chance of making it up the chain and changing policy. A chargeback on its own could mean any number of things and it's easier for management to write it off a "just fraud" or similar.
If you just want to screw the company but potentially not encourage them to change = Immediate chargeback
If you want to try and change the company's policies = Support + Chargeback if not fixed
I'm not making a judgement call either way, I think both are acceptable in this scenario. I'm just pointing out that if change is your real desire, the support route has better odds.
[0] https://docs.stripe.com/disputes/categories?dispute-category...