windows 11 activation code from PCWorld is totally fine but the same deal elsewhere is suddenly sketchy

So I just stumbled on this PCWorld Shop deal for Windows 11 Professional key

https://software.pcworld.com/p43833-windows_11_professional

In practice you get the same code the same activation the same windows but people are really paying for brand comfort more than anything else because it feels better to say I got it from PcWorld, but in reality it's the same gray area as all the other discount key websites everyone argues about when it’s not a big name store.