Transfer to a new Mac

This is pure unadulterated ****. I can't do it via automation, via phone automation as I have to be transferred to the Mac section (phone) and then I'm on hold forever and no one answers. All I want to be able to do is use it on my new replacement iMac!! I'm in Canada. What gives with Microsoft? They say 1 license/device and then when you need to transfer they treat you like a nobody. I paid for this product. Has anyone got any suggestions at all on how to get MS to respond? It's not like I'm pirating or mis-using their license. This is mind blowing. Brenda A.