Ok so here is my setup.
Server 2008 R2, running WDS and serving various images.
the Windows 8 image is a vanilla boot.wim and install.wim imported from a system builder iso.
If I burn the ISO or extract it onto a USB drive, then the install process picks up the embedded Windows product keys no problem.
If I deploy the same thing via WDS, the setup wizard asks for the keys, ergo, is not picking them up from the UEFI firmware. Is this an inherent limitation of WDS or am I doing something wrong?