Trying to install Parallels on new Mac

ScottS-Trib

Bit poster
Going through my 3rd Mac within a year and I'm trying to install Parallels 9 on this Mac and when I try to activate, I'm getting the error

"You have reached the maximum number of activations available for your activation key."​

What is the limit for this and does this mean I have to buy another copy just to install it?
 
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