FYI, as of right now, they aren't passing the info from the verification screen to the cart correctly, so you have to use the fax-in form.
http://images.apple.com/macosx/uptodate/docs/OSX_HW_UTD_FF.p...
http://images.apple.com/macosx/uptodate/docs/OSX_HW_UTD_FF.p...
When I follow the link for computers bought via a reseller it works without a problem.