I'm afraid that you are mistaken; upgrade install both times. I wanted to keep my apps and settings. That is why I was perplexed that it accepted the same key AFTER re-installing the key. It should...

I upgraded my computer last night, and was stuck at one point when the W10 installer kept asking for my Windows key. Was running W7x64 SP1, activated and all legal. I typed in my product key and it...