The activation issue is a mess. The method they use is a mess. The fact that it takes them days to fix each request is a mess. And clogging up the technical forums with activation questions is a mess.
Start8 uses the MachineName and MachineSID as identifiers for activation. The latter changes with every windows installation, even to the same exact machine.
So, if you re-install windows a lot to the same machine, you're better off to do one installation, and then image it before you do anything to it, and then save that image for when you want to start fresh again (instead of re-installing windows from scratch). This will keep the same MachineName and MachineSID, so Start8 activation will stay the same.
Start8 would be better if it used something like a check of windows 8 product key, or maybe some other hardware identifier that doesn't change when the OS is installed again to the same machine.
As for me, I've given up trying to keep my Start8 and ModernMix activations working.