Talking about terrible customer service...
I purchased the retail version (Ultimate edition) a couple of weeks ago from Game (UK). I unwrapped the game this morning and tried to activate it. No luck!
I found this extremely useful thread and decided to contact an online EA advisor. I gave them the code and apparently it was all sorted out. I checked my games library but there was no game there. After a further two discussions with online advisors (I provided them the receipt and registration codes), I was informed that my code is "used" i.e. registered under another account and nothing can be done about it. Game in the bin... I was offered a 15% discount code... not certain why they think I will ever use Origin again.
