I really hate trying to decipher the ins and outs of Licensing, so perhaps someone could straighten me out.
I am quite sure everyone interested in Windows 10 on the entire planet is, now, basically confused about this. Here is what I am seeing definitively:
If you are part of the Windows Insider Program, your virtual machine or your PC continues to be part of this licensing schema. You are expected to upgrade Windows and only use "Refresh" as your clean install method at this time. This could be because they are either continuing to update the upgrade process for Windows 7 and Windows 8 until July 29th, or because they are a large corporation that wants limitless power (I jest, I jest...).
Next, if you were outside of the Windows Insider Program, it is too late to join. The only way to get Windows 10, is again, unless Microsoft releases hard copy ISOs and sends you a license key on July 29th OR you go through the upgrade process automatically on or after July 29th.
As far as anything else, including licensing, I have no idea. The only thing I can say with absolute certainty is that:
You cannot activate a clean install ISO of the RTM with any Windows Insider Program keys and Microsoft appears to have gone back to using genuine license keys.
They do intend to sell the operating system after one year's time, so yes, "Thanks for testing! See ya later!" is what has gone on today.