hi, I work for Sofway.
A couple of corrections:
1. Usually we supply the product key on an orange label, not as a COA label. This is 100% legal, COA is not a legal requirement in the EU, you're fully legally licensed without COA. We do however sell COA labels as a separate product. Note that selling COA labels without disk is legal in the EU but illegal in the US.
2. Dell licenses are fully legal on any machine inside the EU. I think the same is true for the US. Dell's UK lawyers recently tried to stop us selling Dell software without Dell hardware and failed - EU law is firmly on our side. We stopped giving away free mice as a result (our lawyer's bills were covered by the savings, sorry we can't afford to give away any more free mice).