Andrew,
When I called, it was quite interesting. There was no phone menu (press this button for sales, press this button for TS, etc.), just a message saying that the office hours were from 9 am - 6 pm. The registration screen said hours were 9 am - 8 pm. I called at 7 pm. So, I started pushing buttons until I finally found myself in a menu which finally got me to a very nice lady who expressed complete surprise that a registration code was even needed. However, she didn't bat an eye. She took my s/n and generated a reg code for me and everything is copasthetic once again.
You might want to inform the people who answer the phones that registration is, indeed, necessary.