So this is interesting. I'm not an EU specialist, and I don't know much about EU consumer protection laws generally, but I did find the directive that that guide is based on and I may have a theory as to how they'll get around it.
Article 16(m) covers exceptions to the right of withdrawal and states "the supply of digital content which is not supplied on a tangible medium if the performance has begun with the consumer’s prior express consent and his acknowledgment that he thereby loses his right of withdrawal."
My interpretation is that so long as when you buy Moola EA makes you agree that you lose your right of withdrawal, they don't have to give you refunds. This jives with what is stated in the second paragraph under Principle 5 of the guide you found. So I'd look at the buying screen and see if there's something there that you have to agree to, or if its in some kind of terms and conditions click, because it does have to be separate from the buy button.
Mind you, if you're in the EU, you're welcome to try reporting them, to the org that made that guide, your local representatives or your country's consumer protection agency. There are things about Moola that do seem to run up against some of the things they warn about.