Essentially, I think they merge your (old) Bioware account into your EA account.
When I started playing Journeys (the flash prequel to DA), they had me merge my Games for Windows - Live account into an EA account. Then, when I went to redeem my codes yesterday, they had me create a new Bioware account based off my EA account and my old Bioware forums account.
Indeed, very complex. This is why I generally don't complain if a game requires Steam: At least they are using an account I already have :p

Well, if that's the case, I don't see what the problem is, since I'm logged in to the website and the game with my EA account. Meh. I'll futz with it some more when I get home from work, and yell at somebody in tech support if necessary.

http://arstechnica.com/gaming/news/2009/11/dragon-age-launch-fails-some-cant-play-others-no-dlc.ars
apparently you're not alone

Thanks for the read. Yeah, that's... essentially what I was going through last night. I picked up the game via Impulse, so I be doubly screwed. Argh. Well, I guess, then, I'm just going to leave the DLC off for now, wait a little while until someone gets their head out of their ass, and just play the game as-is for a little bit. I've got plenty on my plate as it is, and I'm not missing all -that- much, I suppose. I can always do all the stuff I'm missing out on when I go through with a second character.

For what it is worth, I think the only DLCs that are actual content (and not just items) are both available for separate purchase. Hopefully you won't have to, but you won't be missing much if you do (sort of like how I won't get any of the Steam or Impulse exclusive toys until Bioware sells those).
And don't feel too bad. I actually spent ten minutes trying to figure out which serial I had to use to install. They really should have made that thing more noticeable (especially when there are four other keys... :p)

Actually, no. :(
One of the things is just some silly in-game trinket, yes. But the important one is the one that lets you access the quests and such revolving around the extra party NPC, the stone golem thingie. That's... kind of a big deal. So, I actually am missing out.
Poking around on Stardock's forums has revealed something that may work assuming BioWare's site didn't mistakenly eat my promo codes when I tried to redeem them. Have to see, I guess.

Oh. Could have sworn you could also purchase the Stone Golem or whatever it is called.
And I would suggest contacting Bioware ASAP. Maybe they'll reset it. The longer you wait, the easier it is for them to just say "Oh, you are just trying to sell it".

i believe you can also buy it separately, but it comes free with new purchases. people who buy it second hand would need to buy it separately.

I've always wanted to play some of the highly acclaimed Bioware games like Baldur's Gate or Neverwinter Nights but haven't had the chance so I was considering this one. However, seeing how the console ports' control schemes are anything but ideal, I would try it on the PC. The problem is I'm not sure my iMac can run it properly :( It's one of the new 27" ones with the basic configuration.
3.06GHz Intel Core 2 Duo
4GB of 1066MHz DDR3 SDRAM
ATI Radeon HD 4670 with 256MB of GDDR3 memory
Any suggestions?

sounds good man.

Do you have bootcamp? If so I am using the same card but a bit higher spec memory, 2GB RAM and a 3.1 dual core AMD while the game runs at a solid 40 FPS. Not sure how it would run under a Mac OS.

oh man.. I love this game soo much..

Sure I'm playing on Windows as there's no Mac port yet (doubt there will ever be one). I just wanna play the game at least at a decent widescreen resolution and medium/high details.
Thanks for your answer though.

Interesting read, thanks for the link. I guess EA and Bioware thought they were making things too easy with the "disc check only" approach so had to look for another way to create lots of problems for people who bought the game. Definitely holding off on getting this one until an edition comes out without this craziness.

I downloaded it from steam. Despite the fact I am grousing about having to sign-up with yet another site; it appears to be going smoothly. But I am more than a bit annoyed with the reviews I have read which conveniently ignore (or more likely were too lazy to investigate) this necessity. Steam also needs to start mentioning things like this or GFWL requirements on their store page. Impulse gets points because they at least mentioned connection with EA servers. Alas according to the ars technica article the people who seem to being having the most problems bought from impulse.