We once shipped a hosted payment page that matched a client's brand so closely that it stopped looking like a payment step. People landed there, saw nothing that plainly said "this is the charge, this is the amount, this is what happens next", and either backed out or paid and then called support to ask whether it had actually gone through. The styling was flawless. The page just wasn't telling anyone what was about to happen to their money. Now those boring lines are fixed content on that screen, and the brand gets to style them instead of removing them. Probably worth looking at which part of your own checkout customers ask support about most.
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