refuse to rica sim card

I just got I sim card form pick a pay and could not reca it as they were offline at that moment, I went to pep store in malvern where I buy lots of stuff almost every week and they refused to rica the cars as it because I did not buy it form them...really R1....really after years that I support pep there? No more support for pep from me at all. This is the second time this happen in 2 years. Shame on pep