I got some time to follow up on my case with support.
Steps taken to get rid of the issue:
1. I was asked to download and install ApplicationManager application, instead of Creative Cloud. (http://download.adobe.com/pub/adobe/creativesuite/cc/win/ApplicationManager9.0_all.exe) this didnt work though.
2. Total cleanup of Adobe folders and apps (I removed Adobe Reader earlier, and I didnt have anything else Adobe* so in my case it was easy, not sure how it will impact other Adobe apps if you have any)
a. %programdata%\adobe
b. program files x86 \ common files \ adobe
c. program files \ common files \ adobe
3. we used some magic cleanup tool AdibeCreativeCloudCleanerTool.exe (http://download.macromedia.com/SupportTools/Cleaner/win/AdobeCreativeCloudCleanerTool.exe)
4. installed Application Manager (installation finishes with no confirmation of any kind), then just run Adobe Creative Cloud desktop app... it worked, I loged on and got my apps downloaded after that...
These cleanup steps took around 10 minutes to complete.
At any point I didnt have to reboot my machine...
thank you technical support!