Some unscrupulous shops don't want to pay Microsoft's license fee and load a version of XP using a pirated license code, or a code that has been used before. If you do not have the paper license, go back to the store and demand one. If you do have the paper license, make sure that you are typing in the information correctly (the numbers 8 and 5 often looks like a B and S). If the store won't help you, report the problem to Microsoft's...
piracy center http://www.microsoft.com/resources/howtotell/ww/default.mspx
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