My opinion is that the typical single licence EULA *is* rendered unenforcable even if a shrinkwrap licence can create an enforcable contract. Assuming for the sake of argument this very debateable point, you would have to look at the context of the negotiation to identify whether the elements of a contract are present. When the transfer of ownership is a first sale, I believe the garden variety EULA would fail the consideration test because such a licence generally does not offer anything that is not a recognized right of ownership per 17 USC 117. Specifically, the right to make an adaptation of the program for use in a machine is a right the owner already possesses and typically a EULA does nothing other than provide this.
However, and this is important, when the licence in question purports to offer rights to install on multiple machines, then it DOES provide something that is not provided by first sale to the media owner. I believe that the Microsoft v. Harmony case actually pertains to OEM style multiple installation licencing, and is often misinterpreted by the "software is licenced" advocates.
The sad thing about all of this is that if software publishers had simply written their licences as "family" licences or "one home, one work installation" as actually reflects what people do and want, then they could have a very sound footing for their licence restrictions.
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