They said it had nothing to do with purchasing the handset in the US, the handset is just the method to upload / download. Apparently it’s my specific car, not mk7 golf gtis, just my specific one.
I kept pestering them until they gave in, so they have reset it for me.
So means I either keep it till I have a new car or can sell it on. The handset works on any vehicle/Audi/Skoda 2.0 turbo - it’s not locked to the car/model as you email them your map then they email you back one for your car.