new MBPRo internal hard drive can't be modified

Cant figure this one out. Just set up a brand new 13" and it won't give me permission to 'modify' my hard drive without authenticating every time. Check the Info for perissions and only 'system' has read and write privileges which I can't change even though I'm logging in through an administrator account.

I've tried using disk utility to repair permissions and no use...
?