I can't believe there is still no clear official statement on how the licensing works. From some sources[1] they seem to imply that retail licenses (Win7/8) turn into what is basically an OEM license, but then there are some sources that state the exact opposite[2][3].
I don't want to lose my retail Win8 license, as they say that it will be "consumed" by the upgrade (wth is that supposed to mean), so I'm going to sit and wait on this, maybe try to get an answer from their helpdesk.
They try so hard to make this easy for people, to make windows popular again, and they still fucked it up. I am disappointed.
[1] http://windows.microsoft.com/en-gb/windows-10/media-creation...
"If you upgraded to Windows 10 on this PC by taking advantage of the free upgrade offer and successfully activated Windows 10 on this PC in the past, you won't have a Windows 10 product key, and you can skip the product key page by selecting the Skip button. Your PC will activate online automatically so long as the same edition of Windows 10 was successfully activated on this PC by using the free Windows 10 upgrade offer."
[2] http://answers.microsoft.com/en-us/windows/forum/windows_10-...
"From the Windows 10 end user license agreement:
b. Stand-alone software.
If you acquired the software as stand-alone software (and also if you upgraded from software you acquired as stand-alone software), you may transfer the software to another device that belongs to you. You may also transfer the software to a device owned by someone else if (i) you are the first licensed user of the software and (ii) the new user agrees to the terms of this agreement. You may use the backup copy we allow you to make or the media that the software came on to transfer the software. Every time you transfer the software to a new device, you must remove the software from the prior device. You may not transfer the software to share licenses between devices."
[3] http://www.expertreviews.co.uk/software/operating-systems/14...
"After your computer has upgraded to Windows 10 it will have a new licence key. You'll need this if you want to perform a clean installation of Windows 10, as you can input your existing Windows 7 or 8 code into the installation routine. To get your key fire up the Magical Jelly Bean KeyFinder app and you'll see your Windows 10 key at the top of the list."