In-app purchase solution is child's' play

The UK’s Telegraph newspaper has prepared a handy list of what it calls the ‘top five’ horror stories on in-app purchases following news the country’s Office of Fair Trading is in the early stages of an investigation into the practice in children’s’ games.
I couldn’t help notice that in nearly all of the cases, Apple refunded the huge sums spent by children on games downloaded from its App Store.

Not singling Apple out or anything – it’s naming is purely a marker of its success in the apps market -, but if a company is going to refund the cash anyway, wouldn’t it be better to just put a stop to the whole thing? Or at least voluntarily restrict in-app purchases in children’s’ games before more countries begin official investigations?