Call Adobe, I believe there is a free upgrade for those who purchased within the past month.
This page might help:
I also just recently purchaed LR3 and submitted my details through this page. I now have an open support case with Adobe with the issue type being listed as "Post Announce Upgrades".
I entered my serial number and provided a copy of my order. Seems like this is the proper channel to request an upgrade.
Thanx. Went to the URL and got some help. They say I'm elligible but the page I'm supposed to go to... Well... We're sorry, we encountered an error processing your request.
Gotta luv Adobe.
And FWIW, Got it less than 2 weeks ago and they said they could "make an exception" since it was so close.