Complain to who? Your machine came with an OS preinstalled, and with the product code in the UEFI firmware -- for THAT OS.
YOU decided to change the OS, and in the process of fiddling around with a Retail version, may have hosed up the UEFI firmware (though, I can not see HOW you could have done that).
Seems the problem results from actions that YOU have taken -- and changing the OS is likely to have voided the warranty on the machine.
Rather than complaining about mistakes YOU made, it might work better if you were to contact Alienware and see what (if anything) they are willing to do to repair or reset your machine -- and be prepared to pay them for their efforts.
Why the attitude? Please read my first post and let me clarify the sequence of events.
I like many others accepted the free upgrade from Microsoft to update to windows 10. All went well at first apart from a few drivers required upgrading,
i went to the Dell website and accepted the updates suggested. Among the updates was a BIOS update that was advertised as required now my machine was running windows 10! I installed all the updates and that is when my problems started.
I experienced problems with the graphics drivers. Remember my BIOS had now been updated! As a restore point had been created prior to the graphics driver
updated i initiated a system restore to before the upgrade. (I believe that Windows 10 had not been activated at this restore point because afterwards my
installation of windows 10 would not activate, it was activated before i restored) The BIOS had been updated and the COA was now missing!
Now forgive me but i don't see how any of that could have been foreseen. How can i be accused of invalidating a warranty just by upgrading my OS!
Also if Alienware (Dell) advise a BIOS update they should find a way of recovering the current COA from the machine and incorporating it in the flash
update.
Also for information, i have the original DVD from Dell and that wont install without a COA or marker present in the BIOS.
So even without trying to upgrade to Windows 10 i would have been snookered if i wished to do a clean install in the future now the the BIOS had been updated, and surely i cant be accused of fiddling when this is a DELL recommended update.
So after following advice from multi million £ companies i find myself in a situation where i have to use my money to supply a genuine Windows 8.1 key code.