If the product key is permanently embedded in the chipset of the mobo, why does Windows 10 have the option to change the product key? Because even after I change it using this option, it reverts back to the embedded product key!
Surely there must be some way to clear the UEFI chipset?
The change product key option is there so you can change editions. Like say if Home was installed and you want to upgrade or switch to Pro. Entering a valid Pro key will switch you to Pro.
Also, if the PC is activated with a Digital License it will get the generic key. You can type in as many new keys as you want but if it gets a DL it gets a generic key.
Once it has a DL you don't need to enter any key on a clean install, you just skip entering one. Install the correct edition that matches your DL and it will auto activate with the generic key.
You can override auto key detection by adding a PID.txt or ei.cfg file to the sources folder of your install media.