eLicenser

I have the soft-eLicenser and not the USB stick. This should not be a problem but I have tried for many hours to activate my recently purchased Cubase Artist 10 and this is the error message I get:

Currently, there is no eLicenser connected to you computer which you can download the license to. Please connect an appropriate USB-eLicenser to your computer.

On My Steinberg page under My products it says: No products found on this eLicenser.

I have removed and re-installed the programs, downloaded the install helper, run eLicenser as Administrator and done everything else that I find as a possible solution to this but no luck. What am I missing here?

see:
http://imgur.com/Njt6ugC.gif
and
https://www.steinberg.net/en/shop/buy_product/sku/502009050.html