My usual corporate scenario when provisioning new hardware is to receive the hardware and then replace the stock image with a customized image using MDT. After the installation I change the product key to the valid product key for that hardware/OS and then activate.
My most recent hardware (Lenovo T430 Thinkpad (2342-6FU)) comes preinstalled with Windows 7, but allows for upgrading to Windows 8. In line with new Windows 8 hardware, there is no Certificate of Authenticity (COA) on the hardware nor in documentation. The product key is in the form of a Digital Product Key (DPK) within the UEFI BOIS.
My question is its most basic form is, "where do I get access to a product key for Windows 7 given this scenario?" It used to be on the COA, now it's not.
I believe that this is a completely valid usage scenario. I've purchased the license and am installing a custom image with the same bits as I licensed. I think that I understand that if I were installing Windows 8, it would be aware of the DPK and active accordingly, but Windows 7, as far as I can tell, is not aware of the DPK and requires a manually entered product key of some manner.