I think that is because the download version do not use a cd-key. They get registered differently.
I think what you need is a DEV or EA person to help you with this. From what I know is that the downloads get registered to the Email address using an activation code during the checkout process. And every time that you download it from the site you need to be logged into that Email account. It will check during the download that the account you are using has the code tied to it. At least that is how it is for my NS expansion. If you watch the download bar from the EADM you will see it filling up; and when it gets near the end it will briefly say something like "checking activation code" and "Decrypting". I can't remember the exact words they use but that is sort of what it is. Then it will have an arrow for install with a different color.
I would suggest making a ticket with the EA support site for this issue. I am at a loss for this problem.
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