aj aj aj, my bad...

$key = ReadProfileString($SWProd,"","")

For Each $Keys In Split($key,Chr(10))
If $Keys

$lsvList1.Sorted = "True"

$Name = ReadProfileString($SWProd,$Keys,"SWName")+@CRLF
$Item = $lsvList1.Items.Add($Name)
$Item.Subitems(0).Text = $Name


...and it works!
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I will always look out from behind these eyes...