Enebias: Imo, any "didn't like" refund policy is unfair. If it has been advertised correctly, I don't see why not liking it should be anyone's responsability; after all, we all take that risk with everything we buy, every day and everywhere, why should digital content be any different?
clarry: Believe it or not, a lot of stores with non-digital products have a hassle-free refund policy.
Advertising can't ever come close to actually letting the customer experience the product in person before making a final decision.
Immaterial products don't have return/refund policy generally speaking.
You can't get a refund from a cinema if you dislike the movie.
You can't get a refund from a bus if you dislike the transport.
You can't get a refund from an amusement park if you dislike the rides.
You can't get a refund from a concert if you dislike the performance. *
* = There have been cases where concert tickets actually have been refunded based on playback, but then you can argue that it's not about liking/disliking, it's about the product being defective.
So most of the time you DON'T get a refund, and we could even add restaurants, bars, and grocery stores to that, and they even serve/sell physical products.
I appreciate customer rights, but I think "no questions asked" refund policy is ridiculous, it opens doors to all kinds of exploitation, and creates a very bad model for the business. It's too bad that Steam has that.
My guess is that Steam doesn't really care about customers with that, they have simply created a system where nobody from customer service has to spend any time on routine complaints, making it easier and cheaper (for them) to deal with.