This may seem a "non issue" to you but I would wager it's quite prominent in the minds of most. As I said, I spent at least an hour on the W7 website reading answers to MUCH more mundane and less inclusive issues. It's intuitive that the object of this kind of security is to prevent usage of a key on more than one machine simultaneously. What's NOT intuitive is what part of a machine is associated with the key to prevent simultaneous usage. You say that you can re-install W7 on a new HDD with no problems. If true, that would mean that the key was not associated with the HDD identifier. No disrespect to you, but I would feel much better if Microsoft told me there would be no problem re-installing W7 in the event of a HDD failure, an event we will all suffer eventually. That being the case, I believe they are being intentionally evasive which raises the question: WHY??? If they have nothing to hide then why hide it? If it's that easy to recover from a HDD failure then why not make it a feature of their advertising instead of ignoring an obvious eventuality for everybody. Also, what you say about re-use of a "retail" key is contradicted by at least one Newegg reviewer who says Microsoft insisted he buy a new key. It seems to me that all they should have to do is to dis-associate a key from whatever form of machine identifier it uses to prevent duplication, thus allowing it's re-use on a new machine. The Newegg reviewer claims otherwise.