We have only needed to do that once and IIRC it was when I did a fresh install of Windows 8.1 ISO, having previously had Windows 8. It got a little messy, and probably helped to prompt the need for the phone call, as it was a little hazy at the time on how to do a clean install of W8.1 and thus I was trying lots of things to get it to work.
Since then on every fresh install involving any of the four machines we bought the £15 copy Windows 8 for we have not needed to do it.
I have just used a generic Windows 8.1 key and then changed that to my own once installed.
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