I was seeing that as well at first (with chat disabled as an option). Changing to the right account and revisiting the replacement key page in the same browser window was what brought me to the right page. Now I can't reproduce getting to that support page.
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It's great to read that it works this way for at least someone out there. For me, after clicking 'Get Started' at the above page I was sent to https://support.google.com/store/contactflow?dl=change_cance...
And yes, I'm using the current Chrome and script/ad-blockers are disabled.
I was seeing that as well at first (with chat disabled as an option). Changing to the right account and revisiting the replacement key page in the same browser window was what brought me to the right page. Now I can't reproduce getting to that support page.