Darn....I missed the 14 day product registration window....yeah yeah, totally my fault.  It's clearly written on the step up page, buried amongst lots of words (lol), so I hadn't read that part.  I ASSUMED, and we all know what that means, that I had 90 days to register........ nope....
 
Yes, I can still get the step up qualification if I purchase an extended warranty for $30.  I'll use this option if I do want to request a step up.
 
I'm NOT complaining.  I put this here so maybe it helps someone avoid making the same mistake.
 
Lesson:  Register your EVGA product promptly after purchase.
 
Below is just an excerpt from the wall of text step up page
________________

1. Register your valid product within 90 days from your original purchase
   1. If your qualifying product has a 3 year warranty purchased on or after 3/1/2013 and registered within 14 days of the invoice date by the original owner from an authorized reseller, then you will receive the option to step-up for the first 90 days of ownership.
   2. If your qualifying product has a 3 year warranty purchased on or after 1/1/11 and registered after 14 days of the original purchase date you must also purchase an extended warranty in order to be qualified for the step-up program.
2. Upload a copy of your invoice

_______________
You see I glanced at the first bit but didn't read comprehensively and missed the 14 day bit.
 
Lesson:  Register your EVGA product promptly after purchase.

I made the same $30 mistake.  I purchased my card on 12/30 and didn't register. I don't mind all that much though since I feel the deal is still pretty good and I was unaware of how the step up program even worked until the 1080ti was announced and I was kicking myself for buying a new video card when I did.

thats good to know i tend to be really slow in registering stuff.