According to a 70+ page thread on the Star Wars: The Old Republic forums, a number of consumers have found that their copy did not contain an game activation code in the box. This seems to be isolated to some of the rather pricier $150 Collector's Editions of the game.
EA has responded on its message boards, saying that those missing a code should email firstname.lastname@example.org with specific details of the problem. Gamers also have to include a scanned copy of their receipt with their email. EA does not say what players who do not have a receipt still should do.
This latest story on Star Wars The Old Republic comes on the heels of complaints about getting into early access and the long queues to get into the BioWare-developed MMOG on some servers.
BioWare has said publicly that they are looking into it and trying to fix the problem as quickly as possible.