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2) For the paypal option, file a "nonshipping seller" (or whatever they are calling it now) complaint directly THROUGH paypal, which automatically triggers a whole sequence of events. You *have* to do this before you have any other recourse

Unless, of course, your paypal account only goes through your credit card. If that's the case, then it doesn't matter if the money is in the seller's account or not, because you just dispute the charges with your credit card company(*). Been there, done that when Paypal couldn't refund the total amount of the purchase. Paypal whined about it, but that's not my problem if Paypal can't recover the funds.

(*) You likely only have a 30 day window to dispute charges with your CC company.