They referred to it as a unique activation code & they check it against your email address. So I'm guessing they aren't transferable.
Thats a different thing, to stop people handing around invites to the store. The "online reference number" is the order ID issued once your order has been processed by the RS system. When I placed my order this morning, it was in the 24xx series, so RS have possibly actually sold over 2400 Raspberry Pi computers to date.
What with the RasPis reserved for the Press, school children tutorial groups and developer groups, I suspect the Farnell and RS Component sales mean we're now at the end of the original 10k batch, the next orders will be fulfilled from the series production now coming on line.
I'm just a bouncer, splatterers do it with more force.....