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It could simply be a matter of confusion regarding the products...
rekordbox is free for everyone; that's what you get with the products you own. With that you can manage your music, prepare your playlists, export to a USB drive for use with hardware, and link over the Pro DJ Link to your players.
rekordbox dj unlocks the performance mode of rekordbox, and comes free with all R-series controllers, and other specific hardware, for all others, it's an additional purchase. With that unlock, you're able to use your compatible Pioneer DJ hardware (as well as other MIDI compatible devices) to control the software.
rekordbox dvs is an add-on purchase over and above rekordbox dj which allows you to use your compatible Pioneer DJ hardware as a "digital vinyl system" interface, giving you control over the playback from a timecode vinyl (or digital audio timecode track). This purchase requires rekordbox dj before it will activate.
rekordbox video is another add-on purchase introducing video playback functionality; it also requires rekordbox dj.
I'm not sure where you saw an "upgrade" offer, but if I'm guessing correctly, it's not a free promo, but rather an invitation for you to purchase an upgrade.