It looks like direct OEM accounts are still using OEMM activation. I was at a Best Buy today and although they had plenty of computers running Windows 10 almost all were upgraded from 8.1. I was only able to find 1 PC with Windows 10 preinstalled. It had a partial product key of KW3DR, I don't know if it is a unique key because I had nothing to compare it with. Is anyone else seeing the same OEMM key?