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This happened to me with a Windows 11 Home I bought from the store just a month ago. I built a new PC, for some reason the gigabyte control panel wasn't detecting new Bios, so the other day I was checking the motherboard support site for another reason and noticed there were tons of bios updates, even 2 new updates had come out in the last month since I bought the thing. It's a Gigabyte z790 gaming x ax board. Got it up to the latest version, reboot, windows detected a hardware change...can't activate. I decide to call support the next day...after 6 hours and 5 different reps from being transferred around and disconnected a couple times with no call backs, I am still not activated, they even had me reinstall twice, an in place install and then a clean custom install...I have never been so frustrated in my life. I am not just trying to get them to give me a refund so I can upgrade my bios and install from a retail copy with a product key.
Seems almost criminal that they do this "digital license" **** associated to a microsoft account but you have no means to view what licenses you have on your account or any way to select them or force them in the activation screen.
To make matters worse, after support "helped" i'm even worse off, they had me remove the device from my account page thinking that was interfering with it. and they've ran some scripts to remove whatever key I originally had and put in some generic product key.