The latest scammer worthy of note may not have hit the newspapers with the force that JC Penney’s mistake did early last year, but it seems to have caused a lot more pain on a personal level for those who were taken in. The short version of this story, like Penney’s, is all about link building, with one big difference: the guy collecting the money for the service never came through – and he mostly didn’t give refunds to angry customers, either. The story came up for discussion on our SEO Chat forums. Understand, though, that the scammer himself DIDN’T appear on our forums. As one of our fearle…