After three days of struggling with the region code mismatch (PC, am NA but received EU code), trying every combination of work-arounds and other computers, I made it through to live chat support today.

It took a while, and they collected a bunch of information (email, where I bought from, etc) to validate my request, but in the end provided me with a new and working early access key.

So - there's still time before early access, it's worth trying to get through and get your key. Their hours are 9-6pm pacific time. We shouldn't have to do this of course, but I'd rather be playing than spending all day annoyed tomorrow.

Opening an email ticket did not help at all. first ticket somehow made it to EU support, and they took 30 hours to answer. Second ticket is still open after 24 hours - I'm going to close it now.