Neowin came across rumors that Microsoft could be doing away with retail media altogether with the Windows 8 release and offer just two packages, the $39.99 Windows Upgrade DVD and the Windows 8 System Builder Kit (OEM).
The Windows 8 System Builder Kit (OEM) is the version you would buy if you're building your own system, so technically that would qualify as the "full version", an upgrade version would fall under the license requirements outlined at the top of this article.
Thurrot went on to say that "there's normally a full version of Windows, but maybe not anymore [and] that would be great!" he also said that although the limited promotion is $39.99, the upgrade price has yet to be confirmed; but Thurrot hopes that Microsoft could extend it and make it permanent.
The OEM version of Windows 7 has a price tag of $134.99, while the Windows 7 Professional retail release costs $299.99.