Last week my brother bought a new laptop with Windows 7 professional in it...today i was going through the laptop in one corner i saw a link for anytime upgrade...i clicked it and it was asking for a upgrade key for doing upgrade..i took ultimate OEM key listed in the stickies and entered.. surprisingly it took and allowed for ugrade..just about 10 min i took for upgrade..after automatic restart..my brother laptop OS turned to ultimate....really surprised..i thought for doing upgrade we need upgrade key ( retail key).... is this something new or it happened earlier to others also?