As per the article:

  Now when trying to activate the OS by attempting to call the phone number for Microsoft Product Activation, an automated voice response says the following: "Support for product activation has moved online. For the fastest and most convenient way to activate your product, please visit our online product activation portal at aka.ms/aoh"

It does require logging in (to the website) with a Microsoft account, but Microsoft claims:

  By logging in with your account, it will not associate the account to the licenses.

From there, it's just a web version of phone activation (you enter your Installation ID and presumably they give you the Confirmation ID). No idea what happens when moving a licence between machines (with phone activation, the automated process would fail due to the existing activation and you'd be handed off to someone in a call center who would generate the Confirmation ID for you).