It says services.
So boost, transfers, race change, faction change.
it means you can't realm hope and refund just to browse the AH
or change race for a racial on a boss and then refund. (well you can, once)
they allow refunds, but don't want people abusing the services for character progression.
Pre-purchases do not count to this, so you can refund them and it will undo any perks you had for upgrading. I guess because you cannot abuse the 120 character boost or new mount easily and they are easy to take away. (Not sure how the game time would work)