EDIT: I did get the support to answer me after I posted this same review on their facebook page. After 4 months I finally have the game.
I had bought a lot of games from gamefly and it always went smoothly... then they changed to Direct2Drive and I bought watchdogs from them in december. The activation code did not work. I contected them repeatedly and they eventually sent me to ubisoft support for help. Ubisoft replied telling me that the key was already in use and to ask them for a refund or replacement. I did that, and I have a long list of back and forth replies with them. In the end they thought I had activated the account on some other account I had. (obviously that didn't happen).
So here is when I contacted Ubisoft support again... they told me that the key was indeed activated on another account... that the account was not associated with my name in any way and that they could confirm that some keys had been acquired with a credit card fraud. In the meantime I was still trying to keep in contact with Direct2Drive, but they stopped replying a long time ago.
It's a scam, don't buy from them.