Why does Norton want me to transfer my licence? It is new

I have just bought Norton, I installed yesterday but it says my free trial has expired. It has now told me that Windows defender has taken over.

When I follow the prompts it wants me to transfer my device to another system, it says "select the device from which you want to transfer a licence"

How do I get Norton working again? This is a brand new surface pro 4 machine.

Tks Glen