People give horribly conflicting reports on why they refunded their game. The Epic Battle Fantasy 4 guy gets some soul crushing ones, whereas other people get 'Too Hard' or 'Too Easy' on the same game, or some mention of the game being broken.
Lars, do you think you could reccomend to the Steam guys to let developers add Refund FAQs to their refund page, for customers to see when refunding a game?
Issue - Game Is Too Hard: You can turn the difficulty down in the options menu with no consequence, or you can increase experience and gold gain. Visiting the Steam Community Forums can also provide assistance!
Issue - Encountered A Bug: Please report the bug to the Steam Community Forums whether you desire a refund or not so it can be seen to. We will try to fix it in a timely fashion, or help you fix it if the bug is on your end.
Issue - Replayability: There is a NG+ mode at the end of the game which over doubles the content available, as well as challenge modes via achievements.
If a developer notices that many people are refunding for one specific reason, they can try to address it before the customer clicks 'Refund' and hopefully redirects them to the community forums to voice their issue there first.