Why does Square make purchasing and playing the game so hard.

My friend repurchased ffxiv for his PC (formerly on PS4) and he used Steam for his purchase. It's literally the same email he uses for his SQEX account, No need to create a new service account and they already have the email on file but now because of steam>SE lack on intuition and piss poor website account management design they have to put in a ticket and wait for SE to respond and MAYBE link the account. Why has SE crux for more than 2 decades always been (the hardest part about playing the game is buying the game and starting it) It's way more important that a new limited job in my opinion. It's so demoralizing after trying to get him online for 2 hours to realize he might not even play anymore and just get a refund because of how much BS square puts its customers through.
I know nothing can be done now but I just wanted to make a new thread so if anyone at SE actually takes the time to read this. It's still a big F* problem.

Also WTF are there typos in their ticket submission forms?

Did your friend apply their License key from steam on the Mogstation website