Sometimes BIOS updates can change product names, SKUs, and other things about the baseboard / motherboard, etc. Usually not, but some companies are sloppy.
So, if you were using the latest version (currently TA 4.0.9.7) and this deactivation happened on a real device (not a VM) for those rare sloppy cases the only solution is to remotely deactivate the customer and have them activated again.