That was it.
I had deselected the "License Storage" - frankly I'm surprised at that one. I'm used to seeing that at much less reputable developers. Never thought I would see it here.
But since there is no price shown on that page, I figured that the 12 month support fee WAS the upgrade price. More developers are going to that model, where you can download the new software but can't use it unlesss you pay for a year of "support", usually meaning that it's a 12 month subscription rather than a software purchase. Notice that the upgrade pricing of $6.95 doesn’t show otherwise.
Thanks for finally clearing it up for me, Tullik - I kinda knew if anyone helped it would be you. :)
Jim