'account limit reached' - but never used iCloud?

I've never used iCloud - ever, not even iTunes Match - but both of my Apple IDs say 'Account Limit Reached'. Initially I thought it was some confusion between them so made sure they're not using the same primary email address (they were) but both are verified, one account I buy stuff on iTunes, and the other I bought my Mac with, I forget which.

But I get 'Account Limit Reached' for both? Looked at the support posts on here but it's people who have used iCloud in the past, I never have...only really interested in the Find My Mac feature, really.