How do I reinstall TIB 2010? It is asking for TWO serials?!!?!

I recently upgraded to WIN 7 (clean install). I went to reinstall TIB 2010 and it asks me to paste my 64 digit serial. I do that then it tells me that I am upgrading and that I need to enter a second serial as well. I am not upgrading, I am reinstalling....WTH!?!?

The consumer in this cartoon is what I feel like right now >:(

http://www.gameranx.com/features/id/747/article/reality-of-drm/