is there something that I'm just not understanding
Yes: don't believe the hype. Terms like up to and prices from are an advertisers stock & trade and simply saying you'll receive up to 15 bonus points doesn't always mean you will and there's almost always some asterisk or other symbol leading you to very fine print about that claim. Not to worry however as everyone is mislead by advertising at some time or another and I would chalk it up as a lesson for next time.
BTW, what did your research on this FT forum reveal before you got the card?