Guild Wars 2

I bought the game and love it. But my friend (a very cheap, unoriginal fellow) refuses to buy the game because of the wording of your refund policy. He says that if he doesn’t like it, he would like a refund but on your refund page, it says “not all serial codes will be eligible for a refund”.
Can someone please explain how one would become ineligible for refund? What account/ purchase related issues will have to happen for this to occur?
If he buys the game through the website and has no account related issues can he be refunded?
Thanks

Only purchases made through buy.guildwars2.com are eligible for a refund. Your method of payment must also be able to accept the refund since they will simply reverse the transaction. You can’t for example expect to pay with X account and receive a refund on Y account. This shouldn’t be a problem however, unless you, for example, cancel your credit card before requesting a refund.

And, the refund must be within 30 days, of course.

There’s been people before who bought the game from Gamestop or Wal-Mart or another retailer with a no-refund video game policy, who have then tried to get the refund through NCSoft directly.

That’s like if you bought a book from Amazon, didn’t like it, and drove to the author’s house to ask for your money back.