Fictionwise is a great company and I have purchased tons of books from them. What you need to do is for the unlock code, enter the credit card number (ALL of it) that you used to purchase the book. You can change this later if you need to---wen my credit card got replaced I was able to update my profile so the new card would be used to unlock future purchases.
I would not at all say that eReader format should be avoided like the plague. I prefer it to something like mobipocket with relies on using the internet to unlock books (I remember a big hue and cry awhile back because the servers there were down for a day or so and nobody could unlock their books!) I like that you can use it on multiple devices too (FYI they do have a Mac version)
With that said, I have found that many of the FAQ pages at Fictonwise could use a re-write. They need to be a little more plain English and cover more situations that users are likely to encounter.
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