Hopefully these activation issues will be sorted when people are able to just enter their Windows 7/8.1 key during the Windows 10 setup to activate. Currently, you are only able to starting in build 10565, but once it gets updated for RTM one day, all will be able to.
A motherboard swap, even an identical make and model, is considered a new install on new hardware. As far as I know anyway. Usually a phone activation clears it up, once you explain what you did and why they give you a go code to type in. I'm talking about the phone activation where you read in your code and they give you one to type in. Not just calling them straight up. Now I guess, they just give you a new digital entitlement. They were likely telling you to do the free upgrade again as its the easiest way (for them) to get you a new digital entitlement. I agree, poor customer service in this instance.
I am in full agreement with you thats for sure. Perhaps they are so covered up with calls they use the re upgrade to get you off their back. I feel sorry for the many people I have supported who barely can turn on their computer and have upgraded. I am certain that if they were sitting there with de-activated computer and they got the answer I did they would go out and buy a copy to get running again. Many of these people have OEM OS installs on Dells etc and have no way to go back.
This is sad
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