The passenger will be responsible for the return fare. In most of the cases the passenger will have a return ticket, as many countries insist return ticket for granting non-immigration visa.
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Outright denial is oftentimes expected for reasons such as a criminal record or incorrect documentation. If a border officer in the USA decides to deny your entry, a second officer usually steps in to validate. If the second officer also denies your entry, the decision has been made. You cannot enter the US.