I was just at Fry's electronics and right under the official Windows 10 copies (USB stick + license key, $105) were DVDs that said they were "Restore only" disks for Windows 10. It said plainly on the box that it didn't have a license key and you would need one. They were $12. They weren't made by Microsoft though (no genuine sticker, different packaging).

Seems like the same thing? I thought it seemed convenient for those who lost their media.