Paypal is not going to roll over and pay you back even if you "ask nicely" or give them a sob story.
Their rules are stated in VERY plain, easy-to-understand English all over their policy page. Calling and alerting them to the plain fact you bought goods through the Friends & Family option is going to negatively impact YOUR paypal account while doing nothing to the seller's.
If the guy's ad is still posted, your only recourse is to add negative feedback here on the forum. You can't help yourself in this case but maybe you can help another member from falling prey to a deadbeat thief.
