apple tv 4k 2022 serial number on box doesn't match

Apparently someone switched (part of) the boxes (accidentally) in the Store. They should match from the factory. That means that there is another user with a mismatch.

The number on the bottom of the device, and in settings, is obviously the real serial number.

Did you buy it new and unopened (shink-wrapped) from Apple directly? Then contact your place of sale about that.