Product key used maximum times during the first install

[CXSirPorthos]

Yeah so. Normally, I would just "deauthorize" my previous systems. But here's the problem. I never installed NFS Hot Pursuit 2010 anywhere else before this! Not a with a different key, not using Origin. Ever. I just bought the game for my first time via Steam like a couple of weeks ago during the sales. And when I tried to install it yesterday, it tells me that this key has been used maximum number of times already.