They do this with how the upgrades to Windows 10 worked in the first place: Sell a license for Windows that is device specific. When you buy a new/replacement

They do this with how the upgrades to Windows 10 worked in the first place: Sell a license for Windows that is device specific. When you buy a new/replacement device you 'need' to buy Windows over again. Upgrading that CPU/mobo? Time for a new copy of Windows too.