This is a really strange predicament that Apple has place themselves in and its consumers. I shouldn't have been able to download it from the Mac App Store, because it is tied to the Apple ID. You should have been able to download the software albeit Single or Family Pack through Apple's Web Site (but it seems that this is not going to be the route for anything these days, as it is dinosaur to do that).
Each family member usually has an Apple ID, and if each member uses the same computer. What the??? Does that mean that every Apple ID requires to pay the $29. How does that work? Because if I log into my only computer that should be tied to my Apple ID and because I didn't upgrade, should be running SL on the machine. Is that even possible? It opens so much more questions.
It's kind of great in a way, but it is kind of a loop hole. Oh Apple, why don't you just give Lion away for FREE now (You are making this situation similar to the Vista to Windows 7 disaster), because it seems that I could just create a new Apple ID, and tell everyone to log onto that Apple ID, download it and install it. Though it may violate the EULA, it is a possible loophole.
I would much, much, prefer giving Apple money for the Family Pack, and having the ability to upgrade and manage which computers will get the upgrade. In fact, I was wondering about that, when I stumbled upon this thread. It didn't have a family pack version in the Mac App Store (which everyone is familiar with the upgrade process).
On the flip side: The $29 is much easier to swallow every 2-3 years than the gouging prices of M$. When people talk about $179 is cheap, that is just for the Windows 7 Home Edition from any version of Vista (which is crap, Professional is the bare minimum respectable version), and it goes up from there. M$ is a joke, and I don't know why we put up with M$ or the crap that Apple is now pulling. To Apple's advantage, hardware is your only limitation.
Apple should not put up with a single Apple ID upgrading every OS, but consumers should not put up with tying OS's to Apple ID's. OS are tied to Computer Hardware!!! It makes absolutely no sense to tie it to an Apple ID. What happens when you sell your Mac? Complete Quagmire as someone has already stated! Because I didn't purchase Lion with my Apple ID, I should downgrade (just plain weird).