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I have been noticing in the past year, the banks have been asking more questions and are picker in verifing your identity. I have applied for Discover last summer and I had to call before I was able to activate the account. I applied for the Huntingon credit card ealier this month. I applied at the branch and they asked for my drivers licence and they entered it in the computer. I had a feeling if I did it online I would run into a situation like yours and would have to go the branch anyways.
Fraud must be getting really bad as everything is becoming more strict. At this rate I would not be surpised if they start asking for paystabs, verify employment and require two forms of id before you can get a credit card. I hope it does not happen, but it feels like we are going in that direction.
You have to remember that relative to the population, most of us have an excessive amount of inquiries and new accounts. Because of this, we tend to get tighter scrutiny on applications. As much as it can be a PITA, it's for your protection ultimately.
You should have ask for CLI once in the bank.