This is the full and not upgrade isnt it?

Full version. Would say "upgrade" in the product title otherwise :)


***edit***

Though being OEM does introduce certain limits under the license terms (like being tied to the motherboard of the computer you first install it on).
 
so even on a custom pc OEM ties itself to the first motherboard its installed on? i read that it didnt but i guess you guys know a lot more than i do
 
so even on a custom pc OEM ties itself to the first motherboard its installed on? i read that it didnt but i guess you guys know a lot more than i do

With OEM your license is tied to the motherboard, if you upgrade the motherboard your license is invalid and you must purchase a new key :). You can upgrade all the other hardware however you may have to reactivate. If you get a new motherboard because of failure your license is still valid. With retail you have a license for life, it can be transferred to any hardware as long as it's being used on 1 pc at 1 time.
 
It would ask to be reactivated.

You may have to tell MS that your old board broke.
 
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