I don’t know what to tell you beyond “in the US, not all licenses are transferable”. Different countries have different laws.
It’s a pretty well trod area of law, so it’s not really contentious that it’s a legal license term in the US. www.shadesofgraylaw.com/…/cant-transfer-this/ is an example. It’s less tested for consumers.
The lawyers are definitely there to protect the company. No lawyer is ever there to follow the intent of the law, because it’s the letter that matters in almost every circumstance.
Knowingly adding an illegal term to the terms of the agreement is a great way to not only fail to protect the company, because the entire thing might get tossed out, but to risk professional consequences.
Even the Microsoft terms of service say “non-transferable unless you’re in Germany or other EU jurisdiction where such clauses are unenforceable”.