Yeah I guess we will see on 29th July.
Thurott says there will be a key held in the windows store to show you have an upgraded win 10 but not sure they will give you the key. I guess if the Win 10 install media didn't ask for it at the beginning of the install then it can just check it once the system is up and it can access the windows store. If you add a small file into a win 8.1 install media you can get it to skip the early key request so that you can install straight to win 8.1 from a win 8 key without needing to install win 8 first and then upgrade through the store. Maybe it will be like that.
I have used the skip key option in windows 8 on a VM before.
I have a windows 8 laptop that I was able to install 8.1 on to, use a place holder key in the install and then activate using my 8 key after
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