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most likely, this kind of thing happens every once in awhile for games utilizing the older variation CD Keys, which then more have to be provided to Steam to link to the customers accounts..
given that today is christmas, and most office settings are closed during boxing day (thank god, I need the day off) you are looking at the 3rd earliest.. keep in mind, it does take time for the required processes to go through, so I would say friday or later would be more likely
So just try a download later on in the week after holidays is our best bet.
So basically, you buy a game you've been holding off for a sale to get, then find that you can't actually play your game for another week... As one would expect, there's a lot of people saying they're refunding, and Valve is going to lose a lot of money because they're too dumb to actually order enough keys when they KNOW they will make more sales because they're so risk averse that they refuse to stock up on keys before a major sale in spite of having MOUNTAINS of evidence that they'll sell out, or to just do what they always do and just set up some sort of automated system (and/or get EA to do the same).
Even buying the game and not intending to refund it, I was also looking at different DLC, but don't want to actually purchase any of it until I can actually play the game and make sure I like it enough to buy those DLC... and if it takes until the end of the sale, then I'm not buying those DLC at all, so that's more missed sales for you, Steam/EA!
What's mind-boggling is that this is such a simple problem to solve, yet they refuse to do anything about it... at least so long as there isn't any major negative publicity over it. Clearly, Valve wants to teach us that the way to make them listen is to make a big public backlash over every little thing, because they're so totally unresponsive to every other form of customer feedback.