If you have never activated a subscription with the retail key that you are using, then you have obtained a used copy of OneCare that someone else activated with or you have a duplicated key. You will need to exchange the copy in your possession at the retailer for another copy or contact support to confirm that you did not in fact already create a subscription with that key. A key can only be used once. All subsequent activations are done by signing in with the LiveID used for the initial subscription activation.