Weird. I'm in the UK, and just chose the 'I want to cancel the order' option.
The email confirming my request and the email confirming the refund had been accepted literally arrived in the same minute.
The "I want to cancel the order" option is only available in the EU and a few other countries (like Taiwan) for up to 14 days after your purchase, but not in the US.
Rather interesting that clicking on that link, I see a banner above the content saying "you have an adblocker installed, please pay for our content with cash".