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You have the proof.
Juat tell them the Motherboard died, etc.
That sounds correct
https://support.microsoft.com/en-us/windows/product-activation-for-windows-online-support-telephone-numbers-35f6a805-1259-88b4-f5e9-b52cccef91a0#:~:text=To%20activate%20Windows%2010%20by,list%2C%20and%20then%20select%20Next.
It's not exactly how it works. I've called MS hundreds of times over the years and they able to issue a new activation for such reasons just fine.
The OP said they have a box copy of Windows 7 and they did the free upgrade to Windows 10 while they were still doing activations for free upgrades. This will have granted the OP a Windows 10 entitlement key linked to their Microsoft account that was registered when they did the original upgrade.
This will automatically reactivate during reinstalls on the same hardware. The only issue here for the OP is that their motherboard died. If they did the upgrade from a retail key as they described they will be able to move the entitlement to a new system by calling for activation and Microsoft will deactivate their old hardware and activate their entitlement on their new hardware.
This is not “Microsoft giving them a new key”. If their upgrade was from an OEM Windows 7 license as others are noting, then that license is bound to that hardware and Microsoft isn’t going to activate the Windows 7 key or their Windows 10 entitlement from the OEM key on different hardware.
Fortunately for you though you don't have to worry: Just download a Windows 10 installer ISO from microsoft -> install a clean install on your new motherboard -> click "SKIP" during setup where it asks you to enter your cd key and then you can go on and use Windows 10 forever for free. This is 100% completely legal and allowed by Microsoft.
login to microsoft with your account you have registered and upgraded your PC from W7 to W10 before. there you find an option "register device" and "hardware changed".. this also works for OEM licenses ..
do and try given steps. there is explicitly an official FAQ about your issue, too ..
you can also try this:
slui 4
-or- slui.exe 4
i would also HIGHLY and URGENTLY recommend to do a complete fresh and clean Windows 10 install, no such things as "recovery", "backup", "reset", ...
Here, this post may help you further, too:
https://steamcommunity.com/discussions/forum/11/6679473478678272569/#c6679473478680015863
tied the licence to my ms account and then activated on the new built by signing into ms account. one of the options was 'replaced hardware' and then it let me choose which pc was the old one.
unfortunately ms is not very transparent. I've since rebuilt the pc with other old parts and did a clean win10 install (no ms login) and its activated 'by a digital licence' and I don't know what will happen if I sell it and someone else uses his ms account on the machine :/
Their license would get tied to the hardware and you can use your license on a new device
Tech Support via chat repaired my (Win7OEM into Win10 via upgrade) with a Windows 10 ISO but afterwards same activation issue.
Called customer service and they (over the phone) told me that my only way forward was to purchase a windows 10 digital license.
I guess i'm at a dead end.
Pretty much all you can do