How to get refund of app purchase?

Started trial of MLB.TV, found out I can't use it on my laptop from hotels that use dynamic IP addressing, so its basically useless to me as a full subscription. During trial period, MLB had 1-team offer for remainder of season, so I opted for that thinking the Apple app store purchase would NOT renew automatically! (Why would it, if I purchased a different subscription from the same providers?)

Tried to submit refund request online, says its not eligible - WHY NOT?

How do I get this refund processed?