No Serial # with New Purchase?

[ahedgpe]

So I purchased Men of War: AS GOTY Edition yesterday on bestbuy.com as a digital download. I installed it fine with the info provided by the bestbuy site but did not receive a serial to input. I contacted BB and they reordered the game for me for free thinking the new order would generate a serial but it did not. I was then told to contact 1C to get a serial since best buy gets their serials from the maker of the game. Does this sound right?