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I really tried to read that article, and it was so "broad" in it's underlying points that it just gave me a headache.
To me, fraud problem exists on 2 levels in adult. Real fraud typically by affiliates (easy to catch) and friendly fraud. For me, friendly fraud is just so much more of a concern then the real fraud.
True fraud you can analyze the failed transactions. Look for use of stolen cards and CVV2 mismatches. Look at the overall behavior of that affiliate. Make a decision. That of course, means you need to store the failed attempts and be able to associate all of it, to the affiliate, in an easy to follow manner. I bet most don't have the capability.
Friendly fraud, well, figure out a way to minimize that and you will be very rich. Someone mentioned a "chip" type purchase. Those chips can be used on a multitude of sites. Scrub really hard the initial purchase of chips, then the use of those chips can never be chargedback on participating sites. That also eliminates the recurring structure, ... which many operations need to sustain.
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