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Ok, so support is usually super great and I got help from Cisco support on this issue. This time it wasn't great (they only sent email instead of calling and the process was rough and inexact). In my case the internal serial number, the one from show...
Those KB articles are crap, they go to the most generic all encompassing config documentation for the entire ASA, there's nothing specific to applying a friggin license. I hate cisco documentation, it's garbage.
I went 4 levels in to the cli guide ...
show inventory does the trick, shows the "real" serial number. I have version 9.6(1) and still strange issue.
This thread is so dead but I'm just now having the issue.