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update requires input of product branding key

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What gives? I have to input the product registration key every time Acronis wants to update? Apparently the 'update' is more of a total redownload and reinstall - I need clarification on just what it going on here.

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I cannot answer your issue about the serial but the download is a full standalone full sized installation which overlays any prior install.

Are you updating to a newer build of the same version or are you updating to a new version? If the latter then both the old and new serials are needed.