Windows 7 showing 2 days for activation while upgrading to windows10

The ONLY sites allowed to sell Windows by download legally were the MS stores.
Dell and HP could sell Office versions by download, I believe - but no-one else.
Sale of Keys on their own has NEVER been legal - especially OEM ones.

Well this is often what you will find when going to any number of places! Now if you should stop by a vendor like Newegg where several other vendors sell through including MS you see Operating Systems and Downloadable Software in two entirely different categories except for... what's this? Operating Systems - Download

You have two options being the "View Boxed Version" with usb flash drive and "Digital Delivery Available" and no one has any doubts about how Newegg goes about things!

Things are changing with Win10!
I must admit that's the first I've heard of it, but I see there's only a $10 differential in price. I suspect that what is sold is not a Key but a PIN (in the same way as Anytime Upgrades were sold) which has to be redeemed at the MS store (or whatever) for the Key.

Newegg was listing MS as one of the sellers suggesting they are likely tied into the MS store where you are redirected to when placing the order and making payment. That works much like buying something on Amazon like a pair of usb speakers and finding out later the seller was TigerDirect who by the way had the speakers normally about $25-$30 in a Walmart marked down to only $7! When going back for a second pair $14.99 still much less online. But sold through Amazon.

In other words those sites and Amazon also sees 10 listed sell through these other places while payment goes direct to the seller not the host vendor. The order is then placed at MS or whoever by the host who is more or less only the go between. The 3rd party then processes and ships.