Apple is taking a cut for providing the store itself, distribution, visibility, SDKs/frameworks, etc. Why would they refund 30%?
Because they can afford it, and it's the right thing to do both ethically and morally.
Apple were part of the transaction, so if there's a refund they should return the money they earned. They can't just ignore the customer's wishes to get the money back, and they can't just pass the loss on to the developer. Neither would be fair.