The files installed on the target image by COPY_LIC_DIRS are owned by my local user that doesn't exist on target. Looks like some missing fakeroot.
For example the file /usr/share/common-licenses/systemd/recipeinfo
Had a quick look at this: the code is using os.link to get files into the rootfs *from the deploy dir* which is why the ownership is wrong.
http://git.yoctoproject.org/cgit.cgi/poky/commit/?id=0577d02faecb0f76045863c33598edc426ee9534