erm what just happened?

my game has always run normally.  been using a new PC the last few games i played and something wanted to download from my personal vault - (i think it was save games and cc from my old laptop).  I didnt want this, wanted a fresh start so i clicked cancel and block app on automatic download.  now when i try to run the game i get this:

It is not already running, have restarted computer, gone into task manager and the only thing of relevance running is the EA app.  what is going on??