I would be discussing this case in this article. This also applies to when a user sends a PC for repair to a shop where they install either a pirated copy or a different edition of Windows. The case #2 is fairly common, where the user installs a different version of Windows during a clean install(most commonly choosing Windows 10 Home rather than Windows 10 Home Single Language), rather than he has the license for. Some have a pirated copy of Windows(which is either done intentionally or by a PC repair shop), some install a wrong version of Windows during a reinstall, some do a motherboard change hence the PC activation becomes void etc.
I, at Microsoft forums usually encounter a large number of cases related to activation-which include a variety of problems.