Odd registration code included in box

I have a copy of the original 1.0 release that was unopened until FFXIV:ARR released. I ordered it right before I heard the game was being shut down and remade, and I decided to just hang onto it until ARR was done.

In addition to the 20 character registration code on the back of the manual, there's a little card that says Square Enix Members Product Registration Card. It has a 16 character code on it in the format xxxx-xxxx-xxxx-xxxx.

I can't figure out what it's for.

Basically a reg code to the se site not really worth registering