If you could return the car brand new in the shinkwrap, never used, then perhaps a refund might make sense. But cars suffer wear and tear. The guy could have driven over a series of speed bumps at 30-40 miles an hour, doing significant damage that maynot yet be evident under a typical inspection. Plus already having an owner on the title affects value, and possibly even the next owner's ability to finance it as new rather than used. I don't think it's reasonable to expect a full refund, but I agree that "buy buy" is probably pretty misleading for the vast majority of customer.
Also, the reason he had to file the lawsuit is that he probably did want a full refund, rather than the buy back which surely was in the contract he signed (we can't go understanding what we signed, now can we).
Also, interesting thing about the guy's auto-park-fail video. First, he never shows us what's inside the garage, so who know what might be obstructing the cars path. 2nd, you notice the car stops it's autopark the very second that his motion sensitive garage light turns on. That seems like a very interesting coincidence.