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Got a 'new' PC coming with W10 installed on it, but it has a HD and we already have a (smaller) SSD. Is there a simple freeware cloning tool that I can use? Or shall I just do a clean install? The license key is in the BIOS these days right?
Assuming "new" means used by someone else then yes, do a clean install, it'll be activated.
There's a dozen free cloning tools I could recommend but on a new PC, why bother. At best you're gaining a few drivers and all the bundled crapware, along with whatever the previous owners have done to it.
Just use DD or one of the graphical tools that run on top and use DD.
I've been using the free version of Macrium Reflect for the last few months to do a nightly clone of my PC drive..... easy to use and been faultless so far.