New macbook pro 2012 preinstalled with lion can't be reinstalled?

Hi everyone,
I'm new to mac os x and I just bought a new macbook pro 13" four days ago which came preinstalled with mac os x lion.  I tried to do a clean install on the third day to experience doing it myself for the first time.  here's what I did:
1st try
@DU I perform erase Macintosh HD, set the partition table to GUID, partitioned the drive,
exit DU and then selected reinstall mac os x from the mac os x utilities,
I just clicked continue, continue, then it did some eligibility checking and verification.
after a while the dialog window showed this message " This version of Mac OS X 10.7 cannot be installed on this computer."
there's no other option below than quit.
2nd try
restarted macbook then pressed down option+command+r
the globe logo came out.  I connected to my home wifi and a progress bar indicator came out.  after the progress bar completed, the Mac os x utilities came out.
I selected reinstall mac os x from the mac ox x util.  I clicked on continue, continue.. an eligibility and verification followed and after a while I got the same message saying "This version of Mac OS X 10.7 cannot be installed on this computer."
3rd try
I restarted macbook again and pressed down option+command+r
I did the steps from the 1st try again but I still get the same message "This version of Mac OS X 10.7 cannot be installed on this computer."
Can anyone help me out on how to reinstall Lion? or did I missed out anything? or should I send this macbook for repair? or just return it?
appreciate any advice...thanks.

I remember something similar happening when OS X Lion was first released. At that time, the mid-2011 MacBook Air hit the store shelves and many users could not do a full reinstall from the Apple Servers. The reason, was that the MacBook Air had a specialized version of OS X Lion with a build number that has 4 numbers (i.e. build 11AXXXX) following the OS release number. In contrast, the release version of OS X at the time was 11A511 which uses 2 or 3 numbers and is a universal version of OS X that can be used by any Mac. The reason why you are experiencing problems installing OS X Lion is because you got the newest MacBook Pro which has a specialized build of OS X Lion and as in previous cases, it has 4 numbers meaning that it is a specialized version of OS X.
You appear to be running the following version of OS X Lion:
As you can see, it's an exclusive and optimized version of OS X for your MacBook. Your only hope is that Apple releases the OS X 10.7.5 release which most likely be universal with all Macs.
I suggest going to the Genius Bar to sort things out.
Hope my little explanation helps.
To Learn More about OS X versions visit:
Mac OS X versions (builds) for computers

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