So, if like me you find yourself rebuilding your MS Surface but also forget to take note of the Windows product key, the good news MS bakes it into the BIOS. After a bit of digging in WMI it seems its easily accessible, the easiest way is to run the following from the command prompt:
wmic path softwarelicensingservice get OA3xOriginalProductKey
Then just paste the result into the activation window.
Absolutely brilliant, thanks!