Just bought the retail copy, and the license won't work

So I just bought the retail copy of 5.0. Installed just fine, downloaded the latest installer, etc.

Went to activate it - and it won't take the key. I've typed it in 5 times, won't work. So I go through the email ticket process, and then I get an email saying that the ETA on someone to get back to me is 2 days! Are you serious? I just bought your product and it won't work, and you want 2 days to issue me a new license? Hopefully someone will get back to me faster, otherwise this is not the best customer service to show a new customer.

Also, this is on a freshly clean installed mac. No previous versions of Parallels on my computer at all.

I manage one of the largest electronic stores in Chicago and have been recommending parallels to my clients for a while now, that might have to change.