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Sometimes pre-order bonuses or pre-order discounts can make buying early worth doing if you’re excited about a game though. Sure nobody is forcing you but if it’s value added to pre-order it makes sense from a customer point if they’re planning on buying a game anyway.
Things can happen before the launch of a game though. A game might be employing practises you disagree with that have come to light after pre-ordering, previews might suggest its a broken mess and not worth your time. When the game’s released and all the information you need about it is out there, sure, I can understand not giving refunds. But pre-ordering while things are still up in the air should definitely be refundable.
This is only a good thing for everyone if they’re forced to change it.