According to the store it wouldn't unlock until 12pm EST on Friday for me. That sucks.You can go to your store page and see, the game is counting down in hours now so just calculate using your timezone.
Also, the fact that cdkeys was selling a US version and a "global" version plus the lack of cheap keys everywhere makes me think there may be a specific US version code like that one guy said. A VPN may not work here if that's the case.