It doesn't ask for one at any point in the process but you have to run the "upgrade assistant" to go through with the purchase. I'm guessing that at least checks that you have Windows 7 installed.
What do you mean, I'm at the step where it asks for the windows 7 key:
You're almost done. To complete your registration, please enter the Windows 7 product key that came with your new PC in the fields below.
If you don't have the product key available now, please locate it, return to this website and click the My Order link to complete your registration. When you return to this website, you will need your product key, the above Reference ID and your email address.
An email will be sent to you shortly containing the above information, your Reference ID and how to locate your Windows 7 product key.
Please note: we can only validate your registration when you submit a qualifying Windows 7 product key.
Do you have to use IE? When I use firefox, I get a 2nd page asking for a product key (which it didn't like when I entered one). With IE, it just completes the registration after the first page.
I'm sure I used firefox when I signed up a few months ago, and it didn't ask for any validation. As my system I entered XPS 8300 from Best Buy, just in case that has anything to do with it (although that's a system they no longer sell.) I thought it would be best to say I bought a system that uses a generic OEM key for activation.
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