When you install most software on a computer, it pops up a license agreement that you have to click "Agree" on before the installation proceeds. The agreement usually bills itself as a contract, and (I think) grants you a limited license to use the software.

How come I can't get arbitrarily many licenses to the software just by starting up the installation and agreeing to the contract multiple times? I just looked at the one for Windows 7, and it billed itself as a list of rights "for each license you acquire", but did not explicitly say that the agreement gives you a license (or indeed how a license is to be acquired).

Is the license actually issued to me by the EULA-displaying software? And can I really install Windows (or another piece of software that says it "grants" a license in the EULA) on as many computers as I want, creating a new license instance for each? If so I am going to start a Windows-license-accepting-as-a-service company.

If the EULA contract doesn't create the license (but only tells you about the terms of an already existing license), does the initial purchase of the boxed software at Best Buy create the license? What are the terms of the license between when I buy the software at the store and when I am asked to agree to the EULA contract? Am I still somehow bound by the EULA before I agree to it? What if I buy the software and start reverse-engineering it before I agree not to do that? Can I start a reverse-engineering boxed software as a service businesses?