I am sorry, but this does not "benefit our customers", this is just a way to make the process more frustrating to reduce sharing within the family in a sad attempt to push more sales.
The entire point of a license key is to control the # of activations, this worked fine for years before you switched to this account linking method. The key controls the number of activations since it contacts the server when activated with the added benefit of having complete separation of the returns on each machine.
Having a sign on to an account to activate OR enter a license key makes sense, but both is actually a security risk. If you must have an account, then allow multiple accounts per license key which could then be shown on the Primary account to track activations.
For example, my parents are retired and spend the winter abroad. Under this system, rather then giving my Father a license key, I need to share my username and password for my account as well. I also have to co-ordinate because it will then need to send a 2FA code.
Please escalate this to your data security team as this is an extremely bad implementation for authentication when multiple activations are allowed.
