I don't think using the chit chat forum for chat is abusing it at all - it's what it's there for! If we were only meant to talk about nails then there wouldn't be a chit chat forum.
Yes, sometimes I have looked at threads started and thought, 'er, why'? The problem is that minus the shoutbox people sometimes have to start threads that would normally start there. But this is meant to be a community for nail techs not just about nails.
I'm sure people might be more careful now they know that this is costing Sam money.
As for using the chat room and not the forum, the techs near are from all around the world, so at least a thread is always 'open' for people to add comments when they log on, not just when people are available to chat.
Like I said, I will be more careful now what I post, but the chit chat forum is FOR chat so I don't think anyone is doing anything wrong by using it.