The problem is that the downloaded copies don't work yet. The automatic license activation (through the SecuROM DRM) failed for those who bought it, and manual serial number entry also didn't work.
If that's how it is for early purchasers, it's probably a good idea that Square Enix pulled the apparently erroneous purchase links. The total price attached to these early sales was $12.70, so expect that to be the price when it's ready for prime time.
[Thanks to everyone who sent this in!]