Wrong Region Code(Got game off Steam)

Friend got FFXIV off steam sometime early last week. When they went to do set up / install. They found out she had a CD Key / Serial Number that was for the wrong Region. When they contacted Square Enix via the support lines. They have told them it was not a issue they could fix. They would need to contact steam support to have a new one issued. Ticket was placed and it has been over 7 days with no luck on answering it. Shows the status as Steam support not evening looking at the ticket. A 2nd Ticket was made today(Well Friday since it is 1AM as I post this)
Wanted to see if anyone had idea's or maybe if this something Square can fix. They only can do so much on a trial account.