SW Jedi Fall Order: Bought on Steam, Won't Launch Anymore

I bought this game on Steam and then created and linked a new EA account.

The game launched and played ONCE.  Now it will no longer launch at all, either from Steam OR the EA App (unless you load the "shipping" version of the exe, which does NOT tie in to Steam Achievements, and thus makes me wonder if it cloud-saves my progress either).

I tried multiple registry fixes — none worked.

Seriously EA?