Did you know that those annoying MOBO software come not from windows update but by the UEFI/BIOS boot process injecting it into your windows installation? Yeah, just like some rootkit shenanigans, still, this is a windows “feature”. (Windows platform binary table) You can turn it off usually, but OFC by default it’s enabled.
It’s not about losing a license. ARM’s angle was that Nuvia’s license was for the server market. Qualcomm had their own license for the mobile chips. ARM’s issue was that the chip was developed under one license and sold/manufactured under another. (At least the first version)