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I'm not personally aware of issues where Steam is activating the wrong license for a key.
And it's plausible you were provided with the wrong key as opposed to it being activated wrong on Steam.
Secondly keys are linked to game versions from my experience activating keys.
If you activate a key for another edition, ultimate in your case, you would get all the dlc added to the base game if you already owned it. Also note if you activate a key this way the game will not update to reflect you own the ultimate edition.
Contact the site you purchased it from because you will not get a replacement key from Steam as the sale was made on a 3rd party site.
Steam support is going to see the exact same thing you see. That the key was for the basic edition.
OP, can you check if there's DLC is listed under Borderlands 3 in the Steam Client? Properties -> DLC
Yep, this.
BL3 may not show as "Borderlands 3 Ultimate" or the like. More often then not, it just means that you get the base game and DLC. It will only show in the library as Borderlands 3.
DLC shouldn't show in the library these days. You need to check under the DLC tab, in the game's library page.
If you are completely sure you have no DLCs, then you need to deal with GamersGate as they are the ones who sold you the key. Valve/Steam can not help with 3rd party purchases.
Having played Borderlands 3 before adding a key would not cause any issue with the key.
Are you sure you only got one key? It wouldn't be the first time that a "... edition" is actually delivered as multiple keys...
I wouldn't read too much into the lack of an "s" in a single work.