The word "most" is doing a lot here. Europe guarantees consumer rights by law, while the US relies on companies adopting the practices voluntarily. Most do, but larger companies more universally than smaller, and it's by no means universal.
We are talking of entrepreneurship and new companies, what small business are required to do for returns/refunds in the US is definitely not ahead of Europe for consumer protection.
It's not word choice, you are just making the wrong argument.
The same exists in the EU, French Le Monde (NYT local equivalent) required you for a long time to send a registered letter costing 7€ and a trip to the post office to cancel your subscription.
most large companies, maybe, but small-to-medium-sized businesses can and will tell you to take a hike. there are no consumer protections in the US regarding returns beyond the goodwill of the company
