Hunch/belief: refunds are deliberately painful to weed out the fakers and the uncommitted.
Is 43 minutes and 21 seconds of waiting music and the onerous process of repeating your account number over a muffled phone connection really worth the $71.63 or whatever?
Pro tip: click the tiny "Save" button in Shutterfly before clicking "Next" and adding the thing to your cart. Call it user error, call it the holiday rush and a procrastinator's order on December 23rd, all of that is true! But they charged me to mail blank cards to my friends and family, so I did sit through the rigmarole, for justice!
Yet... I probably wouldn't do it again.