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That's because that isn't just a Hero Lab Online Account Management system or webpage, both Realm Works and Hero Lab Online use the same modern Username Account Administration method, unlike the much older License Admin system which Army Builder and Hero Lab Classic use. Both of those products can and are best handled when associated with the same Account.
Also, the webpage where you proceed with that Linkage tells the user exactly what it is for and why in a brightly colored header that takes up about half of the webpage.
That being said, it does occur often enough that people get confused by it despite the description of the Linkage function before proceeding, most likely because lots of people are conditioned to skip over reading ToS, Privacy Policy, and other related legalize text but there is honestly not much we can really do about that.
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