Purchased the Photoshop / LightRoom 5 "CC" for $9.99 - where's the serial number(s)?

Title pretty much says it all.
I am new to Creative Cloud - and this forum, etc.
I purchased the $9.99 / month deal that Adobe is offering to new customers, etc.
Downloaded everything that I need to download (I think).
Tried to run Photoshop - but am being asked if I want to start my "trial"
or I have the option to "License This Software"
but where is the Serial Number for Photoshop & LightRoom 5?
I imagine it's right under my nose - but I do not see it anywhere.
Thanks,
Scott

Ok, it looks like I couldn't contact the servers, but the Adobe application did not tell me anything: no feedback.  I have gone into C:\Windows\System32\drivers\etc\hosts and removed all the firewall IP filters, and photoshop opens.  You can then revert the hosts file to get all your anti-spam and adblocking filters and photoshop still opens.  To be clear, Adobe seems to be using some special ip address to tell your app that it's licensed, this address could be on any number of spam blacklists (because I guess it's used to phone hime about app usage and sell you stuff).  So check your hosts file, OR check your work firewall / router.
@Adobe, help people out, just say 'unable to contact license servers'. When your infrastructure fails, and paying customers mysteriously get trial software, it makes Creative Cloud look broken, and frustrates the people you want to give you money.

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