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The issue is resolved, and the North American PC/Mac megaserver is now available. Thank you for your patience!

Cannot install ESO: "multiple launches of this installer is not allowed"

Exeunter
Exeunter
Soul Shriven
Reinstalling ESO on a new machine - the Install_ESO.exe file unpacks into the temp folder and the language choice comes up. After I select English and hit "Go", a progress bar appears briefly before an error window pops up that says "The Installer cannot be run: Multiple launches of this installer is not allowed. It will now quit".

Things I have already tried:
- verified that no other installers are running in task manager
- disabled firewalls / AV
- tried installing in safe mode, with nothing else running
- attempted method of locating Bethesda.net_Launcher.exe in the temp folders and running it - the launcher quits with a cryptic error message

This is on a brand new Microsoft Surface Book laptop - clean windows boot and pretty much nothing else installed.

Been trying for a few hours to get the installer to work, and I'm fed up and out of ideas. Any guidance?
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