When you buy a new mac, the iLife apps are redeemed with App Store validation codes which means you can upgrade/install iLife 11 on your other macs. (Assuming you have fewer than the current store limit of 5 macs connected to your store Apple ID and the software requirements are met).
Does this also apply to Lion?
I would presume no since the linked MacWorld article clearly only mentions iLife. I'm mostly interested in how the App Store is working and this appears to be a new function where it's allowing a programatic access to an asset that also is being sold under the normal store terms of redemption code or direct payment.