I have gone through the refund process using the form. The official response was:

, I would like to inform you that the allocation of preferred seats is entirely dependent on the availability on board. As you may be aware, we operate with a number of different aircraft types with varying seat configurations due to which it is not always possible to finalise a particular aircraft type or seating configuration prior to the journey.
Therefore, in the General Conditions of Carriage we included a paragraph that says that we do not guarantee any particular seat.
Additionally, I would like to offer our sincere apologies for the inconvenience caused to you.
Therefore, I cannot respond favourably to your refund request.

So it sounds like I paid $500 for the chance to win a seat it the bulkhead… not actually a guaranteed seat. This sounds like a scam to me!

What now? Is that it? I lose my $500