Other companies will also offer replacement codes (I think Mathworks do this). I can remember some really old mac software vendors would also replace faulty original disks, if brought to their place of business.
Also, a request given to the software company in this case was to re-supply the code to the original purchaser, doctorj's friend. This should not be a problem in my mind.
In the very limited amount of business that I have conducted, I know that things just come up sometimes, and businesses deal with it, by providing customer service. This is often done beyond the call of duty, or responsibility. It's what (good) companies do, maintaining good relationships, so they can function successfully in their given environment.
There have even been cases of codes mistakenly not being provided with an original purchase. People pay for the use of the software, and that is what should be provided. Companies should do what they can to facilitate this provision for their customers...even if the customers are clueless. Most companies have to deal with this a lot.