"hi I bought bingo maker on my mac at school. I want to use it with my home phone number but it says it is in free trial mode. help!!!"
(She means "email address" not phone number, she doesn't know that it is irrelevant how she bought it, and you can safely assume she is incapable of finding the original email she got when she purchases the "bingo maker", which may or may not actually be the product I sell.)
Or, more worrisomely:
"sucks I can't make birthday cards with this. Give me a refund. - Cindy (bob@example.com)"
You really, really want to capture customer details with payments.