It appears Google has setup a support service in case you run into any snags using their newly re-branded Play Store. A contact page has been setup here, where you can fill out some simple information, and Google will call you to help get your issue resolved. All aspects of the Play Store; Apps, Books, Movies, and Music are covered. Pretty slick, eh?
Have you tried this out? I'd love to hear your experiences in the comments.
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[Source- Droid Dog]