Bioware DLC Not Downloading

I have Mass Effect 3 purchased on Origin and have now visited http://social.bioware.com/page/me3-dlc to get my DLC.

This is the process i used to buy DLC for ME2 and I had no problems. I would purchase my Bioware Points and find the DLC, purchase and download, easy. Now that I have ME3 I want to do the same thing but once I have selected the DLC I want, chosen "PC" the window blanks out with just the grey background and no download.

I tried to obtain the DLC through Origin so far only with the free content but I am plagued with constant "Download Failed" popups every time I try. Not even going to consider attepmting to get purchased content there.

What do I need to do to get my DLC directly from the Bioware site?