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...