To anyone else getting confused, I figured out a few things:
- I had been running the game directly from the files extracted from the zip because it wouldn't install. Not sure if it had an issue with the amounted of subfolders, the characters in the path name, or not being on C drive. I installed it to its default path and then moved it which finally enabled the launcher for me.
- Upgrading to the latest version setup a store link. There's a handful of free items in the store.
- Several of the items still link back to the very confusing store page where it isn't clear what you need for certain DLC's to work.