Adam, I think it's necessary to make the distinction between virtual and real world.
In the virtual world in general it would seem that no refunds is standard procedure. You won't receive a refund for videos you pay to download, games you download or the mp3's you buy. The fact that the medium is digital changes everything, so it doesn't make sense to make a comparison between virtual & real world return policies. It's apples and oranges.
People download add-on material for their games (and profiles) on Xbox Live and The Playstation Network. Things like roster updates for Madden, new jersey colors and songs for guitar hero are purchased digitally every day. All of which are eligible for a 0% refund.
To be honest, I'm quite thankful that WGT gives us 25% because 3 or 4 months ago we didn't even have that. If you consider the precedent that's been set by the online community I think it's kind of unfair to accuse WGT of bad business. You'll be hard-pressed to find another company who will refund any part of a virtual purchase.