I'd be okay without the discount, but I shouldn't have to buy a new license one for every AVR I buy. They could allow one license reset or addition via online proof of purchase submittal, for example, if they're that afraid people will misuse the licensing for multiple units they don't own. People should be able to transfer the license via serial number for free or a reduced cost. Limit it to a certain number per year if they must. Instead they took the most anti-consumer approach they could.
I suggested that only because if I bought the $200 package then I won't be using the $20 App but agreed, not really a make or break issue.
If I understood them right, you can transfer the license to a replacement unit in case the unit failed, but only if the replacement model is the same as the one failed. That doesn't seem fair but probably half fair I guess..