So... The SE store had many issues with keys this time around. My roommate has an EU account and was directed to the NA store page because he moved to the US. When he bought the NA key, he couldn't use it on his account, had to refund, then fake his address to get an EU key. I personally had a frustration about being able to change my address for the physical collectors edition. I had to put in a ticket to do that, and the ticket times are so long I would have been charged for a 200+ dollar box that would have been shipped no nowhere so I just canceled and got a digital copy. Even then, having to go to two different websites and use a code 3 different times (one of which at a different date) is not a very good user experience. Compare the arduous process of getting ShB to work to buying a World of Warcraft expansion. You pay for the thing, then it's on your account. I wish the process was way more streamlined and convenient for users. A lot of new people getting in to the game could be frustrated by the convoluted nature of the SE store. If anything, the Mogstation has a far better experience and UI. If there was a way to put expansions on there so I wouldn't have to click through a few codes and websites, I'd be happy.