Yeah then at least we could all stop for lattes

First, the key being tied to the motherboard is more specifically when you purchase a prebuilt machine and not an off the shelf license.

Second, Microsoft is pushing heavily at tying the keys to a Microsoft account. That way they can more easily track number of activations. To recover a key on a new computer you just sign into your Microsoft account and it’ll activate it. It’s far easier than a key and easier to keep track of vs a key as well.

You might be able to buy a license at a large retailer, but I’m pretty sure you’ll find it hard to buy a key printed on a piece of paper now.