Windows 10 i want to do a fresh install of 10, if i download it from there website will it ask for a key?

On a clean first installation, booting directly from the installation media, it will ask for a key.

The first install needs to be an upgrade from a 7 or 8.1 with a legitimate key; it will assign a new key for the 10 automatically, and link it with your MS account or something like that, so that you can then do a clean install and it will reapply that same 10 key automatically.

Or so I heard.
 
Correct, you will need to run through the upgrade process to get the windows 10 key. Once you have that key you can do a clean install.
 
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