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Edited: 10/10/2015 10:15 AM
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Glynn Brooks
Activation in Windows 10 Explained
Microsoft has finally explained how Windows 10 activation works [link]. They call it "digital entitlement".

Activation helps verify that your copy of Windows is genuine and hasn’t been used on more devices than the Microsoft Software License Terms allow. Depending on how you got your copy of Windows 10, activation will use either a digital entitlement or a 25-character product key.

Digital Entitlement is a new method of activation in Windows 10 that doesn't require you to enter a product key.
Here's another article that sums things up pretty well [link].