I just got off the phone with M$. They helped me get it activated. It was so easy.
I tried to do a clean install of Windows 10 as I've done dozens of times before. I use Windows Media Creator. At some point during the installation I noticed a slight hick-up I never noticed before. Everythng else finished normally and I started installing all my apps.  I noticed that Windows was not activated. No hardware changes. Been working on this all day and can't get anywhere. Is there really anything I can do other than buy a new key? Thanks
XPS 8930, can't activate after Windows 10 reinstall