Still absurd. The steps apparently:
1) Buy the computer which includes the price of the OEM license (and with the version which also doesn't ask you for the license key)
2) Try to get the money back for the OEM license (edit: AFAIK you can do this only if you never try to use the computer until that point).
3) Carry the computer to the Windows Store
4) Buy there the more expensive license, with which you have to type in the license key whenever you do a reinstall (well, of course, why not paying more to have it harder to use).
5) Let the MS store guys "apply the Signature configuration to it."
6) Whenever you want to reinstall your dearly paid Windows (in money and the time spent), go to step 3) (carrying your whole computer!) convince the guys there you did the step 4) and that you don't want to do it again to make them do the step 5)
And they actually have the nerve to write: "Microsoft Signature Upgrade: It’s a great way to make your PC experience even better."
Brought to you by the company that gave you Windows Vista.