Why am I asked for a serial number to open Lightroom after I downloaded 5.7?

Why am I asked for a serial number to register Lightroom 5.7 when I purchased it as Creative Cloud?

There is a non-CC LR and a CC-LR so maybe you installed the non-CC version which will ask for a serial number.
The non-CC version is available on the Adobe Updates page:  http://www.adobe.com/downloads/updates
The CC version is available as an Install button in the CC Desktop app.
Uninstall the LR 5.7 you have, then log out of the CC Desktop app, reboot, then open the CC Desktop app, and click the Install next to Lightroom.

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