Game Time asking for an activation key? WTF?!

Hey.

I just finished the few hour long BF4 download and I can't play it.. I get a message that tells me I need an activation key (plus a buy the game option, money hungry much, EA?).. I've tried logging in again with the same account but it's the same problem and also rebooting.

Now.. I won't reinstall the game because there is no reason to, I have a fresh copy of Win7 that hasn't had a sign of BF4 on it before.

So.. what the hell is happening? Can't handle free stuff.. let alone the products customers pay money for.