This program is only available to customers who have EA with Microsoft (so they have an account team with us). Unfortunately, we were not able to make this available to customers without account teams. Therefore, if you have an account team, talk to them and they can get you set up.
This is unfortunately the reality of things. We (Exchange Team) do not sell / bill customers directly in any scenario. We have to rely on other internal teams to deal with "financial things". I wish this ESU was something you could put to a shipping cart in our online store and simply check out, but it is not so. We simply had to take an option that we were given.
All of that being said - a single or a few server environmnet should be significantly easier to upgrade than one with 10s or 100s of servers (example of what we have seen in ESUs). But the bottom line is that - we simply do not have a way to provide this directly to customers without account teams.