Waves Plug-ins in general

After purchasing their platinum bundle and C6 compressor I was pumped to do some serious mixing this weekend. But alas, I am in software purgatory.

Their weird-ass website tells me that I need to register them first, then install.
Ok, my account page lists the products I have purchased and displays the serial numbers and says they need activating. But no button to activate them.

So I go to the register product page and paste in the serial number from the account page. No love. For each product, it tells me the serial number is invalid.
Sigh. I send them email from the contact page. In the confirmation email it sends me, there is a comment about their new support site, with a different URL. OK, why a different website? So I go there and it says instead of registering first, I need to download the latest software, install it and then launch their new license center.

Cool. I do that and now it gives me options, but no explanation of what the differences are. It tells me I have "unidentified" connected devices. What do they mean by a device and how do I make it an identified device? Again, no explanation, no help tab, no info if you hover the mouse, no info if you right-click on anything.

I had previously purchased and installed their IR-1 convolution reverb and I recall that it required several emails and a phone call to get going, but that was quite a while ago and doesn't seem to apply now... The plug-in is cool, but getting them to work is ridiculous.

How can a software company that make such cool products create such a lame website and installation process?

My UA and SSL plug-ins installed fine. A little weird but at least I got through them without external help. I am going with them first, in the future.