Yes, it seems strange, I agree. I wish when you spoke to rep at EA who told you as long as you have a receipt everything will be fine had actually instead said, wow, this is the 11th time this has happened to your same account, we need to fix the problem. Of course, that would be too logical. And it would require them to make some additional effort to address the issue, rather than just closing out the ticket and getting credit for a problem resolved.
However, when I think about it a little more, there is a clear distinction between buying a scratch off ticket, and not getting your donuts, and just buying a boatload of donuts and not receiving them. I think this is true because when you buy the golden scratch ticket, it says your purchase was successful, and then you scratch the ticket to see how many donuts you won. The issue is clearly with the game mechanism not granting you those donuts. The purchase worked because you received the ticket. But with the boatload, it should say your purchase was successful and then you should be immediately credited those donuts. Your purchase was not successful because it did not go through.
I don't know, I agree that seems trivial. But I think it may be a distinction of where you have to go for the refund. I wish I could find a different link that addressed a very similar issue.
I am just stating this, not trying to defend EA one way or the other. I really hope you get your donuts soon with minimum hassle.