Activations Extension vs New Device

Every time I procure a new Object Desktop license for a new computer under my email address, it simply extends my subscription instead of licensing another device.  What gives?  I'm now getting messages that machine XXX can not be activated since the license is on another machine.

This is a mess.  How to get out of it?  I've spent good money on you guys through the years, I feel no one will listen though.

TheWitness