Yep - I finally figured out how to get it. It's not in any of the directions, so you just have to either be savvy or vigilant (I think the latter describes me better).
After you purchase it, you can open it up in Sonar and just click on "Support" and then "Authorize". Only takes 2 or 3 seconds for all the gear models to unlock. Doing it that way gives you the full version WITHIN SONAR, but not the stand-alone. For that, you have to actually have an Overloud account. Login into that and authorize it from there (obviously you'll need that serial number).
THEN, you'll get a download/install of the stand-alone version.