After doing all of the steps in the suggested KB article to fix this issues (which didn't work and I wasted 14 hrs on a reinstall); I was informed by customer support of this:
On a PC:
By default, your launcher files are found here: C:\Program Files (x86)\Zenimax Online\Launcher
Please delete this Launcher folder.
Then, log in to your account on our website and click on the "Download Game" button on the page.
Please allow the launcher to download completely. It should recognize that your computer has game files, so when you click on the client it may say "play" or "repair."
This is the only thing that worked for me.