Ok so after the Windows 10 Anniversary update months ago, it prompted me to sign in with my Microsoft Account and I'm glad I did. It saves a lot of unneeded trouble. You remember the old days (Win 8 and before) where every time you reinstalled your OS, you would have to find your License key? Remember when you put your license key in and it'd tell you after you'd installed the internet driver that the key was not genuine or valid as it had been installed on another PC so you would have to call MS and have them give you a new key in exchange for that one?

This does not happen anymore and is not expected to ever happen again in the near future either. If you have used your MS account to login to your PC, it has tied your license to that account and there it will stay for the rest of eternity because this is the last Windows ever. There will be big updates and changes, yes, however there won't be any new versions on sale.

To get Digital Entitlement as they call it, you need to go to Start > Settings (little gear on left) > Accounts > Sign in with Microsoft Account instead.