membership to porn site using gift card??

what if you sign up for a porn site for $20 and that site has a re-occuring monthly charge of ...whatever lets say $20.
if you sign up using a gift card that you put $20cash on it and sign up to the site when your 1st month is up and the company running the site goes to get the next month charge only to find that there is no other money to be gotten from said card,what does the site do?
cancel membership? email the "member" for more money? what would happen?
any sites that i have ever signed up for i usually cancel within a few days so i dont get re-occuring bill. but i never thought what would happen with a gift card with a limited amount of funds on it.
 

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