I think buyer pays half up front, and half after the successful MQ. If the MQ fails and it's determined to be the seller's fault (eg. they did not have ally faction but did the turn-in anyway) that's effectively a player violating an agreement with another player.
Since MQs are involved I don't think the staff would enforce said agreement, but if we're talking etiquette the seller should definitely return the plat, and I think the staff would at least tell the player involved that faction was the problem if that was the case.
But if the MQ fails in spite of both players having proper faction (and doing everything else right), the buyer loses half their plat and the seller only gets paid half the plat they expected for their item. Both players walk away unhappy, but in a fair way, which is the best you can do with an unavoidable MQ failure.
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