I am afraid I have to agree. I purchased the game on steam and had to do a lot of setting up, googling how to even apply codes, and how to buy game time (because obviously in steam store there is no sub, you have to do all through profile page or whatevs, not even through SE store page :confused_shrug

However, after buying DLCs and gametimes for quite a few times, I got used to the system. YES - it's working, but YES - it's confusing for newbies, especially if its done over steam or so.