This is not true. Machines that are sold with lion can be restored without an apple id. The copy of lion is tied to the machine, not an apple id. When you do a full restore it verifies that the machine is eligible for lion without ever asking for someone to log in.
On the same note, buying a machine with lion actually doesn't even associate lion with your apple account. Meaning, you can't buy a new air and then try to download lion on an older mac through the app store. You still have to buy a copy of lion for your other machines.