I think what Hirsch are saying is that if you don’t officially remove the upgrade from the old ECU, the licence stays with it. Otherwise you could sell the old ECU and get another - free?? - upgrade on the new one. That’s no different from the Maptuner. As I understand it, the Maptuner box is permanently linked to your VIN once the upgrade is installed. You can’t install the upgrade and sell the box on.
When we removed the Hirsch upgrade from the old Vector so that our grandson could get insurance when he took it over, it was done officially with the IPRO at the local dealer. So the upgrade would be available if a new owner ever wanted to use it. Hirsch send a code so it is properly recorded by them. That sounds fine in theory, but they charged for the code, and the garage charged for the work and I felt a bit ripped off.
Afterwards, I spoke to Karl at NoobTune and he said that the old programme could just be overwritten. Doing that, would lose the upgrade licence, but with the charges that Hirsch and Saab had in place, it would have been the cheaper option to have done that and then bought a new upgrade on the discount scheme.